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

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Marketing ROI : The Path to Campaign, Customer, and Corporate Profitability
by James D. Lenskold
from McGraw-Hill

Customer Reviews:

• Avg. Customer Rating: 4.5 / 5.0

• Marketing Meets Finance
  I 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 those with the... more info

• Solid Read, Great for Marketers within Larger Corporate Settings
  Marketing 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 where... more info

• Clear and welcome tools for justifying marketing investment
  Calculating 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... more info

• Marketing ROI : The path to Campaign , Customer , and Corpor
  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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