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Title: Return on Marketing Investment by Guy R. Powell ISBN: 0-9718598-1-7 Publisher: RPI Press Pub. Date: 28 February, 2003 Format: Hardcover List Price(USD): $32.95 |
Average Customer Rating: 4.17 (6 reviews)
Rating: 1
Summary: simple? yes. actionable? no.
Comment: in a world where every marketing dollar invested should count, marketing roi is becoming more and more "basic" in the companies' operational procedure. that is a given.
the premise of this book is that "marketing roi is important". the author conceptually introduces marketing roi, hammers on and on about its importance, and offers possibilities of measurements. if you are looking for a "what is marketing roi" and "why is marketing roi important", this is the book for you. but if like me, you've already been awakened - rudely or gently - to the importance of marketing roi and its possible contributions to your business and are looking for ways and means to effect significant changes in your organization, this is not the book for you. this book is more of a PR work for the author's firm than a book that seeks to contribute to its readers' coffers of experience.
Rating: 5
Summary: Marketing ROI in action
Comment: Powell lays out a pragmatic approach to making marketing investment decisions based on whether the expected return on marketing investment (ROMI) passes a predetermined "hurdle rate" (which factors in risk and opportunity costs). At the core is just a simple ROI calculation, with all its inherent strengths and weaknesses--nothing revolutionary. But the author provides a good, actionable framework for using ROI that's enriched with insights he's gained from the field.
The book is very readable, well-organized, and also contains numerous examples of ROMI in action.
One task readers will have to figure out on their own is how to accurately measure the revenue generated by individual marketing programs. The author admits that this is a challenge, particularly with multiple ongoing marketing programs and a long sales cycle, but he provides few specifics on how to overcome this difficult problem.
That said, I highly recommend this book for B2B executives and marketing professionals who are seeking a more methodical approach to deciding how tactical marketing dollars should be spent.
Rating: 5
Summary: Simple Yet Profound
Comment: ROMI provides practical tools for reporting the hard evidence senior management wants and marketers need to demonstrate the effectiveness of marketing programs. Simple yet profound, this may not be the book for marketers in companies with multi-million dollar budgets, but it certainly is valuable for the rest of us in B2B organizations.
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Title: Marketing ROI : The Path to Campaign, Customer, and Corporate Profitability by James D. Lenskold ISBN: 0071413634 Publisher: McGraw-Hill Companies Pub. Date: 16 July, 2003 List Price(USD): $39.95 |
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Title: Measuring Brand Communication ROI by Don E. Schultz, Jeffery S. Walters ISBN: 156318074X Publisher: Association of National Advertisers Pub. Date: 23 September, 1997 List Price(USD): $47.95 |
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Title: IMC, The Next Generation : Five Steps For Delivering Value and Measuring Financial Returns by Don E. Schultz, Heidi Schultz, Don Schultz ISBN: 0071416625 Publisher: McGraw-Hill Companies Pub. Date: 26 September, 2003 List Price(USD): $39.95 |
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Title:Insight Driven Marketing: Using Customer Insights to Build Brand Loyalty and Increase Marketing ROI by J. Patrick O'Halloran, Todd R. Wagner, Theodore Ansusinha, Richard Lawrence, Kevin N. Quiring ASIN: B000067GBG Publisher: Accenture LLP Pub. Date: 15 April, 2002 List Price(USD): $15.00 Comparison N/A, buy it from Amazon for $15.00 |
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Title: How Customers Think: Essential Insights into the Mind of the Market by Gerald Zaltman ISBN: 1578518261 Publisher: Harvard Business School Press Pub. Date: 21 February, 2003 List Price(USD): $29.95 |
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