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

ISBN-10: 0071413634

ISBN-13: 9780071413633

Edition: 2003

Authors: James Lenskold

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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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Book details

List price: $47.00
Copyright year: 2003
Publisher: McGraw-Hill Education
Publication date: 8/6/2003
Binding: Hardcover
Pages: 256
Size: 6.40" wide x 9.20" long x 0.90" tall
Weight: 1.210
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
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