List Price

$39.95

Textbook Details

  • EDITION:
    1st Edition
  • ISBN:
    0071413634
  • ISBN-13:
    9780071413633
  • PUB. DATE:
    July 2003
  • PUBLISHER:
    McGraw-Hill Companies, The
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Marketing ROI: How to Plan, Measure, and Optimize Strategies for Profit / Edition 1 by James Lenskold

$39.95 List Price
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Thorough rundown on how to quantify your marketing effortsby RolfDobelli

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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...

Overview -

Marketing ROI

Product Details

  • Pub. Date: July 2003
  • Publisher: McGraw-Hill Companies, The
  • Sales Rank: 858,615

Synopsis

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.

Biography

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.