Marketing Investment: Quantify marketing input and output, enhance corporate profitability

Author: James D. Lenskold
Publisher:
Publish Date: 2004-10-01
Features: ROI (Return on Investment) is one of the most important business tools today, used to evaluate the efficiency of a company's asset operations. However, few marketing organizations have the capability and knowledge to utilize financial information effectively to manage budgets. This book aims to change the status quo, teaching marketing professionals and senior management how to use the marketing ROI evaluation process and tools to quantify the organization's strategic marketing decisions, ensuring that every penny spent on marketing plans has the highest value, ultimately bringing the most profit and value to the company. This is a comprehensive and easy-to-understand guide that shows you how to use ROI to significantly improve the effectiveness of all marketing plans. The content of the book emphasizes a results-oriented approach, enabling precise measurement of the impact of marketing on company profitability, aligning marketing evaluation methods and strategies with the company's goals. The book will also provide in-depth and unique insights for senior management, marketers, financial managers, and research analysts.
ROI (Return on Investment) is one of the most important business tools today, used to evaluate the efficiency of a company's asset operations. However, few marketing organizations have the capability and knowledge to utilize financial information effectively to manage budgets. This book aims to change the status quo, teaching marketing professionals and senior management how to use the marketing ROI evaluation process and tools to quantify the organization's strategic marketing decisions, ensuring that every penny spent on marketing plans has the highest value, ultimately bringing the most profit and value to the company. This is a comprehensive and easy-to-understand guide that shows you how to use ROI to significantly improve the effectiveness of all marketing plans. The content of the book emphasizes a results-oriented approach, enabling precise measurement of the impact of marketing on company profitability, aligning marketing evaluation methods and strategies with the company's goals. The book will also provide in-depth and unique insights for senior management, marketers, financial managers, and research analysts.