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Marketing ROI: The Path to Campaign, Customer, and Corporate Profitability par [Lenskold, James]
Publicité sur l'appli Kindle

Marketing ROI: The Path to Campaign, Customer, and Corporate Profitability 1 , Format Kindle

5.0 étoiles sur 5 1 commentaire client

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Description du produit

Présentation de l'éditeur

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.

Quatrième de couverture

A 2004 Berry-American Marketing Association Book Prize Finalist!

"This book is an indispensable, step-by-step guide to calculating what works and what doesn’t in the notoriously difficult to measure areas of marketing and public relations. When a CEO wants to know what he or she got for their investment in marketing, the processes and formulas presented in Marketing ROI help get to the most credible answer possible. More importantly, marketers can now confidently eliminate waste from their budgets and improve productivity."

-Tom Nicholson, Former Director Public Relations and Communications, Sears, Roebuck and Co.

A powerful program for making every marketing dollar count by accurately measuring its impact on your company's bottom line

Return on investment (ROI) is today's key business tool for measuring how effectively a company uses its assets, yet few marketing managers receive any ROI training at all. Marketing ROI changes that, showing marketing practitioners at all levels how to employ ROI and other financial tools to quantify their organizations' strategic marketing decisions and maximize the incremental profits generated by each dollar invested in their marketing programs.

The first comprehensive, easy-to-follow guidebook on using ROI to improve the effectiveness of virtually any marketing program, this results-focused book provides step-by-step guidelines on how your organization can:

  • Align marketing measurements and goals with operational objectives
  • Track marketing performance and provide feedback for improvements
  • Include all decision makers in the success of its marketing program

For far too long, marketing efforts and expenditures have been seen as a world unto themselves, logically and logistically separate from labor, plant, and other more traditional costs. Marketing ROI presents a program for removing the veil of mystery from marketing efficiency by measuring the validity and success of marketing investments and dramatically improving the ROI for each dollar spent in your organization's marketing program.

"The goal of this book is to serve as a comprehensive guide for effectively using marketing ROI to improve profitability. There is tremendous opportunity to have an impact on profitability at the campaign, customer, and corporate levels. The information presented will provide insight to executives, marketers, financial managers, and research analysts."

--From the Introduction

Marketing ROI presents an idea whose time has come. The idea? That marketing is an integral component of any organization's profitability (or lack thereof), and it is reasonable--in fact, beneficial--for executives to expect a measurable return on marketing investment, just as they expect returns on capital, technology, and other essential expenditures.

Built around a straightforward formula that can be adapted and implemented by organizations to match their own operational and financial requirements, Marketing ROI follows a three-step process for introducing, understanding, and implementing marketing ROI:

  • Understand ROI Principles: Introduces key concepts for and the rationale behind marketing ROI
  • Build the ROI Formula: Explains techniques and examples for measuring marketing ROI and aligning measures with decisions
  • Applying Marketing ROI: Provides methodologies and strategic applications for implementing, standardizing, and managing marketing ROI

Today's increasingly intense competitive environment, coupled with constant demands to improve shareholder value, has ratcheted up the pressure on companies to increase spending efficiency whenever and wherever possible. But with traditional paths to profitability more crowded than ever, companies are finding it virtually impossible to gain meaningful ground while using the same concepts and calculations as their competitors. Businesses need an approach that compares virtually every marketing investment with its incremental return, improves the measurements of the financial value of an organization's marketing investments, and ensures that the underlying principles remain valid.

Marketing ROI presents a new and better way to strengthen your competitive position by solidifying the tracking of your marketing expenses. Let it show you a proven path to accurately measure the efficiency and effectiveness of each of your marketing expenses--from targeted price reductions to direct marketing campaigns to revamped distribution channels--and use that data to increase the bottom-line return for every marketing decision you make.


Détails sur le produit

  • Format : Format Kindle
  • Taille du fichier : 1766 KB
  • Nombre de pages de l'édition imprimée : 287 pages
  • Pagination - ISBN de l'édition imprimée de référence : 0071413634
  • Utilisation simultanée de l'appareil : Jusqu'à 4 appareils simultanés, selon les limites de l'éditeur
  • Editeur : McGraw-Hill Education; Édition : 1 (22 août 2003)
  • Vendu par : Amazon Media EU S.à r.l.
  • Langue : Anglais
  • ASIN: B000P2A3NM
  • Synthèse vocale : Activée
  • X-Ray :
  • Word Wise: Activé
  • Composition améliorée: Non activé
  • Moyenne des commentaires client : 5.0 étoiles sur 5 1 commentaire client
  • Classement des meilleures ventes d'Amazon: n°723.991 dans la Boutique Kindle (Voir le Top 100 dans la Boutique Kindle)
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Format: Relié
Ce livre reprend les principes de base du ROI et va plus loin.

Très intéressant lorsqu'on fait du marketing et qu'on veut avoir une idée de ce que ça nous rapporte.
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Commentaires client les plus utiles sur Amazon.com (beta) (Peut contenir des commentaires issus du programme Early Reviewer Rewards)

Amazon.com: 3.9 étoiles sur 5 9 commentaires
3 internautes sur 3 ont trouvé ce commentaire utile 
4.0 étoiles sur 5 Marketing Meets Finance 6 juillet 2008
Par Andrew Everett - Publié sur Amazon.com
Format: Relié Achat vérifié
I give this book four stars. The writing style is dull, but the content is intelligent and thorough.

Lenskold provides models to evaluate the expected return on investment (ROI) and profitability of marketing campaigns under consideration. The author rightly points out that the net present value (NPV) of gross margin - not revenue - is the basis for these calculations. Campaigns with an ROI lower than the cost of capital will be rejected. Remaining options can be prioritized in favor those with the highest ROI.

The models all include projected results of the campaigns. Projections can be based on historical results or tests. While reading the book, I was thinking that companies not already using an ROI approach to make marketing decisions probably lack historical data to correlate sales with specific marketing investments, making accurate projections difficult to say the least. But you've got to start somewhere.

Another challenge that comes to mind is the long sales cycle of a big-ticket product. The customer may be influenced by a variety of exposures, such as advertising, direct mail, and tradeshow presence over a long period of time. The author does cover residual value (the impact one marketing investment has on the performance of future investments) and the effect of integrating campaigns versus implementing them independently. Nevertheless, I think understanding your sales process and making informed judgments is smarter than being a slave to imperfect data.

What about brand awareness advertising, that has no measurable linkage to incremental profits? Lenskold writes, "The short-term financial value of awareness is $0."
4.0 étoiles sur 5 Four Stars 11 août 2014
Par Gary - Publié sur Amazon.com
Format: Relié Achat vérifié
My son liked it.
3.0 étoiles sur 5 Interesting, but not great. 13 septembre 2012
Par Alex Buzi - Publié sur Amazon.com
Format: Relié Achat vérifié
The book has very interesting views on the approach to ROI as a main marketing decision making tool. However, it is not well written and some concepts seem like they are explained to "look" more complicated than they really are. I think that this book deserves a review and a new edition, to make the reader experience more enjoyable. It is, however, worth reading.
3.0 étoiles sur 5 Ahead of Its Time 1 octobre 2013
Par Steve Keifer - Publié sur Amazon.com
Format: Relié
This book was ahead of its time in many respects. The author foresaw the tremendous push to demonstrate ROI that has followed in the years since its publication. Today with social media, website analytics, marketing automation and salesforce automation software, we now have many new tools to demonstrate the impact of marketing campaigns. But even though the rules of marketing have changed, the rules of finance have not. And I found a lot of value in the ROI methologies explained in the book.

Chapter 6, which detailed the methodology for calculating Return on Investment, was the most useful to me. The author walks through the factors that need to be considered in all three parts of the ROI calculation - Revenue, Cost of Goods Sold and the Marketing Investment. There was also a good discussion on how to allocate costs associated with brand awareness programs and marketing infrastructure investments. However, there are not many real world examples (with the actual numbers plugged into formulas) which leaves you guessing at how to handle some of the numbers.
4.0 étoiles sur 5 Thorough rundown on how to quantify your marketing efforts 16 août 2010
Par Rolf Dobelli - Publié sur Amazon.com
Format: Relié
In the past, marketing professors often taught that companies could not hold their marketing managers responsible for the success or failure of promotional programs. Numerous external variables that these managers could not control - including delivery problems, poor retail displays, sales slumps, competitors' moves, buyer psychology, and so on - could undermine their outcomes. Marketing managers were off the hook when it came to results, particularly return on investment (ROI). Times have changed. Today, every corporate dollar matters and companies demand accountability from their marketing professionals. If a promotional program doesn't work, its manager will quickly be out of a job. Strategic marketing consultant James D. Lenskold provides his tactics for calibrating marketing ROI, plus a basic "marketing ROI formula" you can use (with variations and, perhaps, some hands-on expert help) to quantify the returns you derive from your marketing efforts. Though his mathematical formulations can be daunting, his accessible work explains a logical methodology for measuring marketing programs' results. Thus, getAbstract recommends this practical book to CEOs, CFOs and all marketing executives.
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