Profit is the goal, ROI is the measure -- Getting the ROI basics -- Marketing ROI is different -- More measurable than ever -- Marketing ROI process -- Measuring return on investment -- 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 -- Measurement process -- Strategic profit management -- Implementation process.