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

by James Lenskold
ISBN-10:
0071413634
ISBN-13:
9780071413633
Pub. Date:
07/16/2003
Publisher:
McGraw Hill LLC
ISBN-10:
0071413634
ISBN-13:
9780071413633
Pub. Date:
07/16/2003
Publisher:
McGraw Hill LLC
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

by James Lenskold
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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 LLC
Publication date: 07/16/2003
Edition description: First Edition
Pages: 256
Product dimensions: 6.40(w) x 9.20(h) x 0.90(d)

About the Author

James Lenskold is principal of Lenskold Marketing Group, a specialist in developing strategic marketing programs and implementation services. A world-renowned speaker and consultant on marketing ROI and multichannel marketing strategies, Lenskold is a former marketing executive with AT&T, where he developed strategies and implemented consumer marketing programs that helped AT&T evolve from a telecommunications monopoly into a respected innovator and competitive marketing organization.

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