Related Documents
Customer Marketing Organization : The Key to Turbocharging Customer Marketing Performance
THE PATH TO POSITIVE THINKING
Mahatma Gandhi: The Path To Swaraj
The way to Reducing Expenses and cut back money
The Path to Success Is Through Internet Marketing
Improving Your Article Marketing for More Traffic to Your site and Better Conversions
THE PATH TO POZITIVE THINGING
The Path To Healing
Choose Right PSD-To-HTML Company for Learning about the PSD to Website Services and Slice PSD
CML Path to cure: Nilotinib, guarire la leucemia mieloide cronica
Marketing ROI : The Path to Campaign, Customer, and Corporate Profitability
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.
Customer Reviews:
Introducing Rigor to Marketing Spending
By Scott H. Strickland - November 25, 2003With Marketing ROI, Jim Lenskold has introduced a very useful level of financial rigor into what the typically imprecise process of targeting investments in marketing and then measuring their impact on company profits. Two key concepts introduced are how Marketing ROI is correctly calculated (many companies do it wrong), and more importantly, how the Marketing ROI informantion is used to manage marketing investments, looking at the incremental investment in marketing, and its incremental effect on sales and profitablity. Jim covers the subject from a big company perspective, focusing on multi-product, multi-customer segment environments, but the concepts in the book can also be applied to small companies concerned with spending marketing dollars most effectively.This is a key text to be used along with the latest in customer relationship management techniques and customer information technology to manage the profitability of a company's demand chain.
Solid Read, Great for Marketers within Larger Corporate Settings
By Ian Rhys Palmer "I.R. Palmer (www.marketingfo... - March 13, 2008Marketing ROI aims to serve as a comprehensive reference for marketers to understand ROI principles and formulas and apply marketing ROI. In my opinion, this books is meant primarily for senior/seasoned marketers - marketing directors to VPs of Marketing - as well others in executive management, and primarily for larger Fortune 500 type companies. The strengths of this particular book are its areas of focus on the foundation of marketing ROI principles, outlines of key financial concepts, identifying where ROI measurements go wrong, analyzing investment and return patterns - acquisition and retention, assessing ROI thresholds, reinforcing the marketing manager's responsibility for campaign performance, and reviewing issues that are prevalent within larger corporate settings. This is worth the cost of investment, but additional information would be useful in any reprints - more detailed implementation tactics, ROI forecasting strategies for small and mid-market companies, and... read more
Marketing Meets Finance
By Andrew Everett - July 6, 2008I give this book four stars. The writing style is dull, but the content is intelligent and thorough.
Lenskold provides models to evaluate the expected return on investment (ROI) and profitability of marketing campaigns under consideration. The author rightly points out that the net present value (NPV) of gross margin - not revenue - is the basis for these calculations. Campaigns with an ROI lower than the cost of capital will be rejected. Remaining options can be prioritized in favor those with the highest ROI.
The models all include projected results of the campaigns. Projections can be based on historical results or tests. While reading the book, I was thinking that companies not already using an ROI approach to make marketing decisions probably lack historical data to correlate sales with specific marketing investments, making accurate projections difficult to say the least. But you've got to start somewhere.
Another challenge that comes to... read more
Use coupon below to get discount at eCampus.com!
SHADES
$3 off textbook orders over $75
SUNBLOCK
$4 off textbook orders over $90
SUNSHINE
$5 off textbook orders over $100
Copy the coupon code before clicking the button!
| AVAILABILITY | |||
| Merchant | Format | Price | |
| Amazon US | Paperback | $1.79 - $39.95 | |
| eBooks.com | Digital (PDF) | $39.95 | |
| BookByte | Paperback | $29.96 | |
| eCampus | Paperback | ||
The Great Treatise on the Stages of the Path to Enlightenment, Volume One: The Lamrim Chenmo
$16.00 - $34.95The Great Treatise on the Stages of the Path to Enlightenment (Lam rim chen mo) is one of the brightest jewels in the world's treasury of sacred literature. The author Tsong-kha-pa ...
The Path to Tyranny: A History of Free Society's Descent into Tyranny
$10.39 - $16.00Western civilization is risking the return of tyranny by increasing the size and scope of government. Throughout history, free societies descended into tyranny when their populations realized they ...
The Path to Tranquility
$0.01 - $16.00The Dalai Lama serves as a living symbol of holiness and selfless triumph over tribulation for people of all religious traditions-as well as those with no religious affiliation at all. This ...
The Path to Love: Spiritual Strategies for Healing
$0.01 - $15.00Join Deepak Chopra on a wondrous journey. . . "The Path to Love." Philosophical, inspiring, and ultimately very practical, The Path to Love is a book that can change lives as it invites the spirit to ...
Steps on the Path to Enlightenment: A Commentary on Tsongkhapa's Lamrim Chenmo, Vol. 1: The Foundation…
$11.28 - $29.95The Lamrin Chenmo is the essential teaching text of the Gelug school of Tibetan Buddhism. This commentary will be essential for all readers of this vital text.
The Transition to Sustainable Living and Practice
$112.08 - $114.95The Transition to Sustainable Living and Practice" provides a series of insights into real alternatives to the current economic malaise, with an examination of key themes such as transition ...
Atisha's Lamp for the Path to Enlightenment
$4.95 - $15.95Atisha, the eleventh-century Indian Buddhist scholar and saint, came to Tibet at the invitation of the king of Western Tibet, Lha Lama Yeshe Wo, and his nephew, Jangchub Wo. His coming initiated the ...
Portfolio Life: The New Path to Work, Purpose, and Passion After 50
$0.01 - $24.95Praise for Portfolio Life"Dave Corbett's book turns two simple ideas into a program for life-enrichment, that you can create a life expressly for yourself and that the so-called ...
Stifling Political Competition: How Government Has Rigged the System to Benefit Demopublicans and Exclude…
$73.97 - $99.00Stifling Political Competition examines the history and array of laws, regulations, subsidies and programs that benefit the two major parties and discourage even the possibility of a serious ...
The Qualcomm Equation: How a Fledgling Telecom Company Forged a New Path to Big Profits and Market Dominance…
$12.99 - $19.95If you're a Qualcomm customer or stockholder, or in fact if you have a stake in almost any cellular service or even just use a mobile phone, you're no doubt aware of the enormous impact on the ...
