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.
OWERFUL PROGRAM FOR MAKING EVERY MARKETING DOLLAR COUNT BY ACCURATELY MEASURING ITS IMPACT
ON YOUR COMPANY'S BOTTOM LINE
Return on investment (ROI)
is today's key business tool for measuring how effectively a company uses its assets-yet
few marketing organizations have the capabilities and knowledge to effectively manage
their budgets with financial intelligence. Marketing ROI changes that, showing marketing
practitioners and corporate executives how to employ marketing ROI processes and 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-fo How 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:
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 business 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
190 pages