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Marketing ROI :the path to campaign,...
~
Lenskold, James.
Marketing ROI :the path to campaign, customer, and corporate profitability /
Record Type:
Language materials, printed : Monograph/item
Title/Author:
Marketing ROI :James Lenskold.
Reminder of title:
the path to campaign, customer, and corporate profitability /
remainder title:
Marketing 'Return On Investment'
Author:
Lenskold, James.
Published:
New York :McGraw-Hill,c2003.
Description:
xiv, 268 p. :ill. ;24 cm.
Subject:
Capital investmentsEvaluation.
ISBN:
0071413634 (alk. paper)
Marketing ROI :the path to campaign, customer, and corporate profitability /
Lenskold, James.
Marketing ROI :
the path to campaign, customer, and corporate profitability /Marketing 'Return On Investment'James Lenskold. - New York :McGraw-Hill,c2003. - xiv, 268 p. :ill. ;24 cm.
Includes bibliographical references and index.
Understanding ROI principles. Profit is the goal, ROI is the measure. Getting the ROI basics. Marketing ROI is different. More measurable than ever. Marketing ROI process -- Building the ROI formula. Measuring return on investment. Profit dynamics and key principles -- Applying marketing ROI. Adopting the marketing ROI process. Managing corporate-level profitability. Managing customer profitability. Customer pathing"! strategies. Managing campaign profitability. The measurement process. Strategic profit management. The implementation process.
ISBN: 0071413634 (alk. paper)
LCCN: 2003001407Subjects--Topical Terms:
231143
Capital investments
--Evaluation.
LC Class. No.: HG4028.C4 / L397 2003
Dewey Class. No.: 658.15/54
Marketing ROI :the path to campaign, customer, and corporate profitability /
LDR
:01253cam 22002414a 450
001
166608
003
OCoLC
003
oLC
005
030918132950.0
005
20030918132950.0
008
090528s2003 nyua b 001 0 eng
010
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2003001407
020
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0071413634 (alk. paper)
035
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00176177
040
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DLC
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DLC
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CIN
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YDX
042
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pcc
050
0 0
$a
HG4028.C4
$b
L397 2003
082
0 0
$2
21
$a
658.15/54
100
$a
Lenskold, James.
$3
235991
245
1 0
$a
Marketing ROI :
$b
the path to campaign, customer, and corporate profitability /
$c
James Lenskold.
246
3
$a
Marketing 'Return On Investment'
260
$a
New York :
$c
c2003.
$b
McGraw-Hill,
300
$a
xiv, 268 p. :
$b
ill. ;
$c
24 cm.
504
$a
Includes bibliographical references and index.
505
0
$a
Understanding ROI principles. Profit is the goal, ROI is the measure. Getting the ROI basics. Marketing ROI is different. More measurable than ever. Marketing ROI process -- Building the ROI formula. Measuring return on investment. Profit dynamics and key principles -- Applying marketing ROI. Adopting the marketing ROI process. Managing corporate-level profitability. Managing customer profitability. Customer pathing"! strategies. Managing campaign profitability. The measurement process. Strategic profit management. The implementation process.
650
$a
Capital investments
$x
Evaluation.
$3
231143
650
$a
Rate of return.
$3
231144
650
$a
Profit.
$3
185037
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