Marketing ROI

A 2004 Berry-American Marketing Association Book Prize Finalist!

"this book is an indispensable, step-by-step guide to calculating what works and what doesnt 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 ...