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

Lenskold, James

Ouvrage indisponible

Éditeur
McGraw-Hill Professional
Pages
256
Parution
août 2003
Format
Cartonné
Langue
Anglais
Dimensions
233 × 162 × 22 cm
EAN
9780071413633
  • Résumé

Shows marketing practitioners at various 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. This book presents a program for removing the veil of mystery from marketing efficiency.
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