Marketing ROI The Path to Campaign, Customer, and Corporate Profitability
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Description: 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.
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All the information you need in one place! Each Study Brief is a summary of one specific subject; facts, figures, and explanations to help you learn faster.
List price: $47.00
Copyright year: 2003
Publisher: McGraw-Hill Education
Publication date: 8/6/2003
Size: 6.40" wide x 9.20" long x 0.90" tall
|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|