Marketing ROI : the path to campaign, customer, and corporate profitability / James D. Lenskold.

By: Lenskold, James D [autor]Material type: Text

TextOriginal language: English Publisher: Estados Unidos de América : McGraw-Hill, American Marketing Association; 2003Copyright date: ©2003Edition: Primera ediciónDescription: xiv, 268 páginas : gráficasContent type: texto Media type: sin mediación Carrier type: volumenISBN: 9780071413633Subject(s): Mercadeo -- Inversiones | Mercadeo -- Tasa de retorno | Mercadeo en internet | Finanzas | Planificación estratégicaDDC classification: 658.802

Contents:

Part 1. Understanding ROI principles ; Part 2. Building the ROI formula ; Part 3. Applying marketing ROI.

Abstract: 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. editor.

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Holdings
Item type	Current library	Collection	Call number	Copy number	Status	Date due	Barcode	Item holds
Libros	Biblioteca CESA Diagonal 34 A No. 5 A - 23 Casa Incolda PBX: 339 53 00 serviciosbiblioteca@cesa.edu.co Piso 1	General	658.802 / L573 2003 (Browse shelf(Opens below))	Ej.1	Available (Sin restricciones)		7109200358

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Part 1. Understanding ROI principles ; Part 2. Building the ROI formula ; Part 3. Applying marketing 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. editor.

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