Marketing ROI The Path to Campaign, Customer, and Corporate Profitability

Name: Marketing ROI The Path to Campaign, Customer, and Corporate Profitability
Price: 5.7 USD
Availability: InStock
ISBN: 9780071413633

ISBN-10: 0071413634

ISBN-13: 9780071413633

Edition: 2003

Authors: James Lenskold

List price: $58.00

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This is the ultimate handbook for ROI in marketing, offering guidance for marketing practitioners at all levels on using financial tools to support their strategic decision making & providing a clear outline for how & why ROI should be the central measurement for making marketing decisions.

Book details

List price: $58.00
Copyright year: 2003
Publisher: McGraw-Hill Education
Publication date: 8/6/2003
Binding: Hardcover
Pages: 256
Size: 5.80" wide x 9.10" long x 1.00" tall
Weight: 1.386
Language: English



Acknowledgments


Introduction



Understanding ROI Principles



Profit is the Goal, ROI is the Measure



Getting the ROI Basics



Marketing ROI is Different



More Measurable than Ever



Marketing ROI Process



Building the ROI Formula



Measuring Return on Investment



Investment and Return Patterns



Profit Dynamics and Key Principles



Applying Marketing ROI



Adopting the Marketing ROI Process



Managing Corporate-Level Profitability



Managing Customer Profitability



Customer Pathing Strategies



Managing Campaign Profitability



The Measurement Process



Strategic Profit Management



The Implementation Process


Notes


Index