This is 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 and public relations. When a CEO wants to know what he or she got for their investment in marketing, the processes and formulas presented in Marketing ROI help get to the most credible answer possible. More importantly, marketers can now confidently eliminate waste from their budgets and improve ...
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This is 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 and public relations. When a CEO wants to know what he or she got for their investment in marketing, the processes and formulas presented in Marketing ROI help get to the most credible answer possible. More importantly, marketers can now confidently eliminate waste from their budgets and improve productivity' - Tom Nicholson, Former Director Public Relations and Communications, Sears, Roebuck and Co.A powerful 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 managers receive any ROI training at all. "Marketing ROI" changes that, showing marketing practitioners at all levels how to employ ROI and other financial 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-follow 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: align marketing measurements and goals with operational objectives; track marketing performance and provide feedback for improvements; and, include all decision makers in the success of its marketing program. For far too long, marketing efforts and expenditures have been seen as a world unto themselves that logically and logistically separate from labor, plant, and other more traditional 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 each dollar spent in your organization's marketing program.' The goal of this book is to serve as a comprehensive guide for effectively using marketing ROI to improve profitability. There is tremendous opportunity to have an impact on profitability at the campaign, customer, and corporate levels. The information presented will provide insight to executives, marketers, financial managers, and research analysts' - From the Introduction."Marketing ROI" presents an idea whose time has come. The idea? That marketing is an integral component of any organization's profitability (or lack thereof), and it is reasonable - in fact, beneficial - for executives to expect a measurable return on marketing investment, just as they expect returns on capital, technology, and other essential expenditures. Built around a straightforward formula that can be adapted and implemented by organizations to match their own operational and financial requirements, "Marketing ROI" follows a three-step process for introducing, understanding, and implementing marketing ROI: Understand ROI Principles - Introduces key concepts for and the rationale behind marketing ROI; Build the ROI Formula - Explains techniques and examples for measuring marketing ROI and aligning measures with decisions; and, Applying Marketing ROI - Provides methodologies and strategic applications for implementing, standardizing, and managing marketing ROI.Today's increasingly intense competitive environment, coupled with constant demands to improve shareholder value, has ratcheted up the pressure on companies to increase spending efficiency whenever and wherever possible. But with traditional paths to profitability more crowded than ever, companies are finding it virtually impossible to gain meaningful ground while using the same concepts and calculations as their competitors. Businesses need an approach that compares virtually every marketing investment with its incremental return, improves the measurements
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Add this copy of Marketing Roi: the Path to Campaign, Customer, and to cart. $12.58, like new condition, Sold by ThriftBooks-Reno rated 5.0 out of 5 stars, ships from Reno, NV, UNITED STATES, published 2003 by McGraw-Hill Companies.
Add this copy of Marketing Roi: the Path to Campaign, Customer, and to cart. $12.58, like new condition, Sold by ThriftBooks-Baltimore rated 5.0 out of 5 stars, ships from Halethorpe, MD, UNITED STATES, published 2003 by McGraw-Hill Companies.
Add this copy of Marketing Roi: the Path to Campaign, Customer, and to cart. $12.58, very good condition, Sold by ThriftBooks-Dallas rated 5.0 out of 5 stars, ships from Dallas, TX, UNITED STATES, published 2003 by McGraw-Hill Companies.
Add this copy of Marketing Roi: the Path to Campaign, Customer, and to cart. $12.58, very good condition, Sold by ThriftBooks-Baltimore rated 5.0 out of 5 stars, ships from Halethorpe, MD, UNITED STATES, published 2003 by McGraw-Hill Companies.
Add this copy of Marketing Roi: the Path to Campaign, Customer, and to cart. $12.58, good condition, Sold by ThriftBooks-Reno rated 5.0 out of 5 stars, ships from Reno, NV, UNITED STATES, published 2003 by McGraw-Hill Companies.
Add this copy of Marketing Roi: the Path to Campaign, Customer, and to cart. $16.67, fair condition, Sold by Goodwill of Silicon Valley rated 5.0 out of 5 stars, ships from San Jose, CA, UNITED STATES, published 2003 by McGraw Hill.
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Seller's Description:
Fair. Supports Goodwill of Silicon Valley job training programs. The cover and pages are in Acceptable condition! Any other included accessories are also in Acceptable condition showing use. Use can include some highlighting and writing page and cover creases as well as other types visible wear such as cover tears discoloration staining marks scuffs etc. All pages intact.
Add this copy of Marketing Roi: The Path to Campaign, Customer, and to cart. $65.05, new condition, Sold by Ingram Customer Returns Center rated 5.0 out of 5 stars, ships from NV, USA, published 2003 by McGraw-Hill Companies.
Add this copy of Marketing Roi: the Path to Campaign, Customer, and to cart. $12.53, fair condition, Sold by Once Upon A Time Books rated 4.0 out of 5 stars, ships from Tontitown, AR, UNITED STATES, published 2003 by McGraw Hill.
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Seller's Description:
Fair. This is a used book. It may contain highlighting/underlining and/or the book may show heavier signs of wear. It may also be ex-library or without dustjacket. This is a used book. It may contain highlighting/underlining and/or the book may show heavier signs of wear. It may also be ex-library or without dustjacket.
