Return on investments
This metric measures the amount of revenue that a particular marketing campaign adopted by Heineken in different market regions and segment generates (Heineken, 2014). Venturing in to emerging markets has far higher implications. In 2011, the Middle East, Asia pacific Latin America and Africa accounted for 43% of the total volumes of the company compared to the 2006 21% volumes. This clearly implies that there is greater potential for excellence in these new markets. As such, the return on investment is high. This should be compared to the cost of running the campaign in order to determine if the campaign ...