Marketing ROI: The Path to Campaign, Customer, and Corporate Profitability (Google eBook)

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McGraw Hill Professional, Aug 1, 2003 - Business & Economics - 256 pages
7 Reviews

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.


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getAbstract Book Review: Marketing ROI
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. If a promotional program doesn’t work, its manager will quickly be out of a job. Strategic marketing consultant James D. Lenskold provides his tactics for calibrating marketing ROI, plus a basic “marketing ROI formula” you can use (with variations and, perhaps, some hands-on expert help) to quantify the returns you derive from your marketing efforts. Though his mathematical formulations can be daunting, his accessible work explains a logical methodology for measuring marketing programs’ results. Thus, getAbstract recommends this practical book to CEOs, CFOs and all marketing executives.
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Review: Marketing Roi: The Path to Campaign, Customer, and Corporate Profitability

User Review  - Tim - Goodreads

Technical exploration of understanding Marketing Return on Investment. Pretty dry topic for serious practitioners, but I actually laughed a few times. I liked the ideas of - building referral value ... Read full review


Part II Building The ROI Formula
Part III Applying Marketing ROI
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About the author (2003)

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 innovator and competitive marketing organization.

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