Marketing ROI : The Path to Campaign, Customer, and Corporate Profitability

Rating:
Summary: Introducing Rigor to Marketing Spending
Review: 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, multi-customer segment environments, but the concepts in the book can also be applied to small companies concerned with spending marketing dollars most effectively.

This is a key text to be used along with the latest in customer relationship management techniques and customer information technology to manage the profitability of a company's demand chain.