ROI versus indicadores de desempenho
13 Dezembro 2011 Deixe um comentário
“It’s time for the PR profession to move to Plan B: Stop spitting into the wind, abandon ROI as a relevant measure and establish a new playing field where PR professionals can win battles on an undisputed basis, increase their sense of self-worth and stand a much better chance of maintaining their livelihoods. PR’s Plan B means replacing ROI with KPIs as our performance and value yardstick.”
Gordon G. Andrew managing partner of Princeton
Artigo completo (Let’s Stop Focusing on the ROI of Public Relations) a ler aqui.