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

~ James D. Lenskold (Author) "Investment or expense? How a company manages its marketing budget drives not only how well the marketing organization can perform, but also how well the..." (more)
Key Phrases: incremental customer value, marketing allowable, allowable charts, Customer Pathing, E-Mail Promotion, Profit Net Return (more...)

Product Details

• Hardcover: 256 pages
• Publisher: McGraw-Hill; 1 edition (July 16, 2003)
• Language: English
• ISBN-10: 0071413634
• ISBN-13: 978-0071413633
• Product Dimensions: 9.1 x 6.2 x 1 inches
• Shipping Weight: 1.2 pounds (View shipping rates and policies)
• Average Customer Review: 4.4 out of 5 stars  See all reviews (5 customer reviews)
• Amazon.com Sales Rank: #32,124 in Books (See Bestsellers in Books)

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Customer Reviews

Most Helpful Customer Reviews

44 of 48 people found the following review helpful:

5.0 out of 5 stars Introducing Rigor to Marketing Spending, November 25, 2003

By	Scott H. Strickland (New Jersey USA) - See all my reviews (REAL NAME)

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.

2 of 2 people found the following review helpful:

4.0 out of 5 stars Solid Read, Great for Marketers within Larger Corporate Settings, March 13, 2008

By	Ian Rhys Palmer "I.R. Palmer (www.marketingfo... (Petaluma, CA) - See all my reviews (REAL NAME)

Marketing ROI aims to serve as a comprehensive reference for marketers to understand ROI principles and formulas and apply marketing ROI. In my opinion, this books is meant primarily for senior/seasoned marketers - marketing directors to VPs of Marketing - as well others in executive management, and primarily for larger Fortune 500 type companies. The strengths of this particular book are its areas of focus on the foundation of marketing ROI principles, outlines of key financial concepts, identifying where ROI measurements go wrong, analyzing investment and return patterns - acquisition and retention, assessing ROI thresholds, reinforcing the marketing manager's responsibility for campaign performance, and reviewing issues that are prevalent within larger corporate settings. This is worth the cost of investment, but additional information would be useful in any reprints - more detailed implementation tactics, ROI forecasting strategies for small and mid-market companies, and emphasizing in greater detail the decision making trees for applying ROI.

5 of 7 people found the following review helpful:

4.0 out of 5 stars Clear and welcome tools for justifying marketing investment, October 17, 2006

By	Sandra M. Burrowes (Hamilton Parish, Bermuda) - See all my reviews (REAL NAME)

Calculating the ROI for marketing expenditures has long been a challenge. In the absence of financial justification, marketing budgets are often cut by companies unwilling or unable to show a clear relationship between such expenses and the bottom line. Naturally, then, it is in the best interest of marketing and corporate leadership to determine marketing ROI. After all, the value of attracting and keeping long-term customers is significant. By identifying the steps to determine marketing ROI, marketers have the tools to implement stronger marketing campaigns. More effective campaigns lead to greater profitability. Greater profitability creates financial health that allows companies to invest further in creative and productive marketing initiatives. I found that MARKETING ROI offers immediately useful information that helps guide marketing planning, and ties such spending directly to the bottom line.