Marketing ROI

Download or read book Marketing ROI written by James Lenskold and published by McGraw Hill Professional. This book was released on 2003-08-22 with total page 287 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.