Return on Investment (ROI) is today's key business tool for measuring how effectively company uses its assests - yet few marketing organizations have the capabilities and knowledge to effectively manage their budgets with financial intelligence. Marketing ROI changes that, showing marketing practitioners and corporate executives how to employ marketing ROI processes and tools to quantify their organizations' strategic marketing decisions and maximize the incremental profits generated by each dollar invested in their marketing programs.

The first comprehensive, easy-to-follow guidebook on using ROI to improve the effectiveness of virtually any marketing program, this results-focused book provides step-by-step guidelines on how your organization can :

* Aligb marketing measurements and strategies with business objectives

* Manage marketing campaign profitability through more precise measures

* Improve customer profitability and corporate budgeting

Marketing ROI presents an idea whose time has come. The idea? That marketing is an integral component of any organizations' profitability (or lack of profitability), and its is reasonable - in fact, beneficial - for executives to expect a measurable return on marketing investment, just as they expect returns on capital, technology, and other essential expenditures.

Built around a straightforward formula that can be adapted and implemented to match each organization's own operational and financial requirements, Marketing ROI provides a comprehensive view from the basic fundamentals and understanding of marketing ROI principles to more advanced strategic applications, covered in three sections:

* understanding ROI principles - Introduces key concepts, along with the rationale, for marketing ROI.

* Build the ROI formula - Expalins techniques and examples for measuring ROI with precision and effectively aligning measures with decisions.

* Appling marketing ROI - provides methodologies and strategic applications for standardizing, managing, and fully leveraging marketing ROI.

Today's increasingly intense competitive environment, coupled with constant demands to improve shareholder value, has ratcheted up the pressure on companies to increase spending efficiency whener and wherever possible. But with traditional paths to profitability more crowded than ever, companies are finding it virtually improssible to gain meaningful ground while using the same concepts and calculations as their competitors. Businesses need an approach that compares virtually every marketing investment with its incremental return, improves the measurements of the financial value of an organization's marketing investments, and ensures that the underlying principles remain valid.

Marketing ROI presents a new and better way to strengthen your competitive position by solidifying the management of your marketing expenses. Let it show you a proven path to accurately measure the efficiency and effectiveness of each of your marketing expenses - from targeted price reductions to direct marketing campaigns to revamped distribution channels - and use that data to increase the bottom-line return for every marketing decision you make.