Marketing ROI: How to Plan, Measure, and Optimize Strategies for Profit / Edition 1

Marketing ROI: How to Plan, Measure, and Optimize Strategies for Profit / Edition 1

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by James Lenskold
     
 

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ISBN-10: 0071413634

ISBN-13: 9780071413633

Pub. Date: 07/16/2003

Publisher: McGraw-Hill Professional Publishing

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 ROIchanges 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

Overview

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 ROIchanges 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.

Product Details

ISBN-13:
9780071413633
Publisher:
McGraw-Hill Professional Publishing
Publication date:
07/16/2003
Edition description:
First Edition
Pages:
256
Product dimensions:
6.30(w) x 9.30(h) x 0.88(d)

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Marketing ROI: How to Plan, Measure, and Optimize Strategies for Profit 4 out of 5 based on 0 ratings. 1 reviews.
RolfDobelli More than 1 year ago
In the past, marketing professors often taught that companies could not hold their marketing managers responsible for the success or failure of promotional programs. Numerous external variables that these managers could not control - including delivery problems, poor retail displays, sales slumps, competitors' moves, buyer psychology, and so on - could undermine their outcomes. Marketing managers were off the hook when it came to results, particularly return on investment (ROI). Times have changed. Today, every corporate dollar matters and companies demand accountability from their marketing professionals. If a promotional program doesn't work, its manager will quickly be out of a job. Strategic marketing consultant James D. Lenskold provides his tactics for calibrating marketing ROI, plus a basic "marketing ROI formula" you can use (with variations and, perhaps, some hands-on expert help) to quantify the returns you derive from your marketing efforts. Though his mathematical formulations can be daunting, his accessible work explains a logical methodology for measuring marketing programs' results. Thus, getAbstract recommends this practical book to CEOs, CFOs and all marketing executives. To learn more about this book, check out the following link: http://www.getabstract.com/summary/13006/marketing-roi-.html