TY  - BOOK
AU  - Lenskold,James D.
TI  - Marketing ROI: the path to campaign, customer, and corporate profitability 
SN  - 9780071413633
U1  - 658.802 23
PY  - 2003///
CY  - Estados Unidos de América : 
PB  - McGraw-Hill,  , American Marketing Association
KW  - Mercadeo
KW  - Inversiones
KW  - Tasa de retorno
KW  - Mercadeo en internet
KW  - Finanzas
KW  - Planificación estratégica
N1  - Incluye referencias bibliográficas; Part 1. Understanding ROI principles ; Part 2. Building the ROI formula ; Part 3. Applying marketing ROI
N2  - 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
ER  -