(Ebook free) Marketing ROI: The Path to Campaign, Customer, and Corporate Profitability
♛ James Lenskold ♛
#1478768 in eBooks 2003-08-22 2003-08-22File Name: B000P2A3NM
3 of 3 people found the following review helpful. Marketing Meets FinanceBy Andrew EverettI 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 theFrom the Back CoverA 2004 Berry-American Marketing Association Book Prize Finalist! "This book is an indispensable, step-by-step guide to calculating what works and what doesnrsquo;t in the notoriously difficult to measure areas of marketing and public relations. When a CEO wants to know what he oROI (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 co... [PDF.yo23] Marketing ROI: The Path to Campaign, Customer, and Corporate Profitability Rating: 4.88 (537 Votes)
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You easily download any file type for your device.Marketing ROI: The Path to Campaign, Customer, and Corporate Profitability | James Lenskold. I was recommended this book by a dear friend of mine.
