Estimating short-term return on customer investment : analytical study-Integrated Marketing Communication (IMC)‎

Abstract EN

term return on customer investment means that quantity of profit or benefits which can be achieved immediately within a period of time (usually from 6-12 months) by adopting a number of Marcom marketing communication programs, in contrast with long- a term that aimed to measure and reach or improve company reputation and changing the customer's loyalty and their image as well as their attitudes within a period of time usually more than 1 year, Is it possible to invest in the customer and bear additional expenses to achieve a higher return on investment than the cost of this investment? How do? When will this be done? This study aims to evaluate the return on the client's investment on a financial basis, which can determine the limits and types of investments that will be used in this field in order to achieve the best results within a specific period of time.