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[ subject:"Capital investments" ]
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Marketing ROI :the path to campaign,...
~
Lenskold, James.
Marketing ROI :the path to campaign, customer, and corporate profitability /
紀錄類型:
書目-語言資料,印刷品 : Monograph/item
正題名/作者:
Marketing ROI :James Lenskold.
其他題名:
the path to campaign, customer, and corporate profitability /
其他題名:
Marketing 'Return On Investment'
作者:
Lenskold, James.
出版者:
New York :McGraw-Hill,c2003.
面頁冊數:
xiv, 268 p. :ill. ;24 cm.
標題:
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
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the path to campaign, customer, and corporate profitability /
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James Lenskold.
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