Marketing ROI: The Path to Campaign, Customer, and Corporate Profitability

Hardcover | August 6, 2003

byJames Lenskold

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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.

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From the Publisher

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 ...

From the Jacket

A 2004 Berry-American Marketing Association Book Prize Finalist!"This book is an indispensable, step-by-step guide to calculating what works and what doesn’t in the notoriously difficult to measure areas of marketing and public relations. When a CEO wants to know what he or she got for their investment in marketing, the processes and ...

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 c...

other books by James Lenskold

Marketing ROI: The Path to Campaign, Customer, and Corporate Profitability
Marketing ROI: The Path to Campaign, Customer, and Corp...

Kobo ebook|Aug 1 2003

$47.49 online$61.68list price(save 23%)
Format:HardcoverDimensions:256 pages, 9.1 × 5.8 × 1 inPublished:August 6, 2003Publisher:McGraw-Hill EducationLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0071413634

ISBN - 13:9780071413633

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