Marketing ROI

The path to campaign, customer, and corporate profitability

James D. Lenskold

282 pages, parution le 29/08/2003

Ajouter à une liste

Indisponible

Résumé

A powerful program for making every marketing dollar count by accurately measuring its impact on your companys bottom line

Return on investment (ROI) is todays key business tool for measuring how effectively a company uses its assets, yet few marketing managers receive any ROI training at all. Marketing ROI changes that, showing marketing practitioners at all levels how to employ ROI and other financial tools to quantify their organizations strategic marketing decisions and maximize the incremental profits generated by each dollar invested in their marketing programs.

The first comprehensive, easy-to-follow guidebook on using ROI to improve the effectiveness of virtually any marketing program, this results-focused book provides step-by-step guidelines on how your organization can:

Align marketing measurements and goals with operational objectives
Track marketing performance and provide feedback for improvements
Include all decision makers in the success of its marketing program

For far too long, marketing efforts and expenditures have been seen as a world unto themselves, logically and logistically separate from labor, plant, and other more traditional costs. Marketing ROI presents a program for removing the veil of mystery from marketing efficiency by measuring the validity and success of marketing investments and dramatically improving the ROI for each dollar spent in your organizations marketing program.

Understanding ROI principles
- Profit is the goal, ROI is the mesure
- Geting the ROI basics
- Marketing ROI is different
- More measurable than ever
- Marketing ROI process

Building the ROI formula
- Measuring return in investment
- Investment and return patterns
- Profit dynamics and key principles

Applying the marketing ROI process
- Managing corporate-level profitability
- Managing customer profitability
- Customer pathing strategies
- Managing campaign profitability
- The measurement process
- Strategic profit management
- The implementation process

Notes
Index

L'auteur - James D. Lenskold

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.

Caractéristiques techniques

	PAPIER
Éditeur(s)	Mc Graw Hill
Auteur(s)	James D. Lenskold
Parution	29/08/2003
Nb. de pages	282
Format	16 x 23,5
Couverture	Relié
Poids	620g
Intérieur	Noir et Blanc
EAN13	9780071413633
ISBN13	978-0-07-141363-3