Marketing Roi – How To Plan, Measure, And Optimize Strategies For Profits

Description

This is 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