Marketing ROI: The Path to Campaign, Customer, and Corporate Profitability
| Author | : | |
| Rating | : | 4.12 (689 Votes) |
| Asin | : | 0071413634 |
| Format Type | : | paperback |
| Number of Pages | : | 268 Pages |
| Publish Date | : | 2013-02-17 |
| Language | : | English |
DESCRIPTION:
"Marketing Meets Finance" according to Andrew Everett. 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 highest ROI.The models all include projected results of the campaigns. Projections can be based on historical . Introducing Rigor to Marketing Spending Scott H. Strickland 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. Two key concepts introduced are how Marketing ROI is correctly calculated (many companies do it wrong), and more importantly, how the Marketing ROI informantion is used to manage marketing investments, looking at the incremental investment in marketing, and its incremental effect on sales and profitablity. Jim covers the subject from a big company perspective, focusing on multi-product, mult. "Thorough rundown on how to quantify your marketing efforts" according to Rolf Dobelli. In the past, marketing professors often taught that companies could not hold their marketing managers responsible for the success or failure of promotional programs. Numerous external variables that these managers could not control - including delivery problems, poor retail displays, sales slumps, competitors' moves, buyer psychology, and so on - could undermine their outcomes. Marketing managers were off the hook when it came to results, particularly return on investment (ROI). Times have changed. Today, every corporate dollar matters and companies demand accountability from their marketing professionals.
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 innova
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 lineReturn 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. Let it show you a proven path to accurately measure the efficiency and effectiveness of each of your marketing expenses--from targeted price reductions to di
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.. 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