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CEOWORLD magazine - Archive in Jim Everhart

Jim Everhart

Jim Everhart

Jim Everhart author of BRAND VISION: The Clear Line Of Sight Aligning Business Strategy and Marketing Tactics, is a freelance strategist and writer, working with corporations and agencies to develop marketing communications tactics and campaigns. He spent more than four decades in the marketing industry, most of it at Godfrey Advertising, one of the largest business-to-business marketing agencies in the United States.

Jim Everhart is an opinion columnist for the CEOWORLD magazine. Connect with him through LinkedIn.
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CEO Advisory

Should Marketing Get a Free Pass on ROI?

CEO AdvisoryJim Everhart
We all know the arguments: calculating marketing ROI is expensive. There are all kinds of technology barriers, not to mention turf issues. Like the constant battle between marketing and sales over who gets credit for what.  Plus, most companies, especially manufacturers, sell through distribution, which can often be a roadblock...