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Binding: HardcoverDewey Decimal Number: 658.1554 EAN: 9780071413633 Edition: 1 ISBN: 0071413634 Label: McGraw-Hill Manufacturer: McGraw-Hill Number Of Items: 1 Number Of Pages: 256 Publication Date: July 16, 2003 Publisher: McGraw-Hill Studio: McGraw-Hill Related Items:
Browse for similar items by category: Click to Display Editorial Review: Product Description: 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. Average Rating:
 Rating:  - Marketing Meets FinanceI 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 ... Read More Rating: - Solid Read, Great for Marketers within Larger Corporate SettingsMarketing 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 ... Read More Rating: - Clear and welcome tools for justifying marketing investmentCalculating the ROI for marketing expenditures has long been a challenge. In the absence of financial justification, marketing budgets are often cut by companies unwilling or unable to show a clear relationship between such expenses and the bottom line. Naturally, then, it is in the best interest of marketing and corporate leadership to determine marketing ROI. After all, the value of attracting and keeping long-term customers is significant. By identifying the steps to determine marketing ROI, marketers ... Read More Rating:  - Marketing ROI : The path to Campaign , Customer , and CorporExcellent business book. Well organized and packed with a lot of thoughts and adviceses that I could apply on my current job right away. I am using it as an Executive Training Program Reference Book now. Rating: - Introducing Rigor to Marketing SpendingWith 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 ... Read More 
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