Marketing ROI : the path to campaign, customer, and corporate profitability

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Title:

Author:

Lenskold, James.

ISBN:

9780071413633

Personal Author:

Lenskold, James.

Publication Information:

Physical Description:

xiv, 268 pages : illustrations ; 24 cm

Contents:

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.

Subject Term:

Capital investments -- Evaluation.

Rate of return.

Profit.

Capital investments -- Evaluation. (OCoLC)fst00846329

Profit. (OCoLC)fst01078608

Rate of return. (OCoLC)fst01090236

Electronic Access:

Contributor biographical information http://catdir.loc.gov/catdir/bios/mh042/2003001407.html
Publisher description http://catdir.loc.gov/catdir/description/mh031/2003001407.html

Copies:

Available:*

Library	Material Type	Item Barcode	Shelf Number	Copy	Status
Searching... 1:IIEMSA	1:GEN-BOOK	33168015765288	658.1554 L573M 2003	1	Searching... Unknown
Searching... 1:VGCT	1:REC-BOOK	000035251	658.1554 LEN	1	Searching... Unknown
Searching... 1:VGCT	1:GEN-BOOK	000035252	658.1554 LEN	2	Searching... Unknown
Searching... 1:VGDBN	1:REC-BOOK	000013642	658.155 LEN	1	Searching... Unknown
Searching... 1:VGPTA	1:GEN-BOOK	000133273	658.1 LEN	1	Searching... Unknown

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Summary

ROI (Return on Investment) is today's key business tool for measuring how effectively money was spent--yet few marketing managers receive any ROI training at all. Marketing ROI changes all that, showing marketing pros at every level how to use ROI and other financial metrics to support their strategic decision making.

This comprehensive book details how an accurate working knowledge of ROI is essential for using the latest marketing measurements, and provides insights for gaining the greatest competitive advantage from the skilled use and understanding of ROI concepts.