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AN ASSESSMENT OF ROI IN ONLINE PERSPECTIVE LEADING TO A CRITICAL REVIEW AND FRAMEWORK DEVELOPMENT TOWARDS STANDARDIZATION OF ROI PRACTICES
This papers explores, usage of Marketing ROI (Return on Investment), in online environment pertaining to key business issues in online marketing function. It chronologically evaluates different practices and avenues of marketing ROI, resulting into the evolution of certain key parameters and their respective methodologies of evaluation. The paper concludes with the proposed framework achieved through standardization resulting out of best practices and prevalent policies amongst corporations operating in the online business scenario.
Saurabh Mishra, Madhvendra Misra