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Summary
Everyone is paying lip service to ROI (Return On Investment) or IRR (Internal Rate of Return) or TCO (Total Cost of Ownership) and terms of this ilk, so it is important that Pharmaceutical marketers understand what these terms really mean. In all of these, what we are trying to get at is how we can achieve maximum value from the sales and marketing investments we spend. These terms are really elaborate ways to talk about marketing payback or marketing return - which is essentially how much we get for what we invest.
In short, there are myriad things being called marketing return and ROI but they are not ROI and should not be confused with real marketing return. Find out what they are in this article.
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