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

James D. Lenskold

Marketing ROI: The Path to Campaign, Customer, and Corporate Profitability - image
Rating: 5.0/5 Stars
Rank: 8318
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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About the Author

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.



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Editorials

Sample 3 of 3

Marketing ROI: The Path to Campaign, Customer, and Corporate Profitability
James D. Lenskold
 Book 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... read full editorial
 Book Info
Text presents Marketing Return on Investment (ROI), a program for making every marketing dollar count. Provides step-by-step guidelines. DLC: Capital investments--Evaluation.
 From the Back Cover
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... read full editorial



Customer Reviews

Sample 2 of 2

Marketing ROI: The Path to Campaign, Customer, and Corporate Profitability
James D. Lenskold
 Introducing Rigor to Marketing Spending
(Westfield, NJ United States) November 25, 2003 - 5.0/5 stars
With 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... read full review
 Marketing ROI : The path to Campaign , Customer , and Corpor
(Westfield, NJ United States) August 24, 2004 - 5.0/5 stars
Excellent 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.



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