MarketingNPV aims to provide the knowledge, skills and tools needed to help marketing professionals improve decision-making and ROI measurement. Of special interest at the site are several sophisticated, no-cost analytic tools available for download. For example, the Bass Diffusion Model is a forecasting model that assists in preparing new product forecasts when there is no historical data. The Forward ROI tool offers a way to determine the remaining potential of a project which may not have achieved its original objectives. The “Did Advertising Drive Sales?” tool judges the effectiveness of marketing programs such as advertising, couponing, tradeshows and direct mail. More robust versions of many of the tools (which generally plug in to Microsoft Office applications) are available for a fee. While at the site, check out the MarketingNPV Journal, a bi-monthly publication on marketing decision-making. No-cost site registration gives access to the knowledge bank of articles and software and book reviews. [WDFM Annotation]

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