Why Might Richard Pickering at PaperBackSwap

question 11

Essay

Why might Richard Pickering at PaperBackSwap.com include return on marketing investment (ROMI)in his important marketing metrics that he tracks?

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Definitions:

E-reader

A digital device designed for the purpose of reading books in a digital format.

Focus Groups

A research method where a small, diverse group of people whose reactions, perceptions, and opinions are studied regarding a particular topic or concept.

Packaging and Labeling

The process of designing and producing the container or wrapper for a product along with the tags or labels providing information about it.

Brand Recognition

The extent to which the general public is able to identify a brand by its attributes, such as logo, jingle, packaging, or advertising.