附註:Includes bibliographical references (pages 251-255) 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.
