Book Recommendation: Marketing ROI by James D. Lenskold
Taking an investment approach to marketing expenditures is the ideal for
marketers and the organization, but getting there is, quite simply,
difficult. Implementing a marketing ROI process can not only be complex, it
often requires the buy-in of senior management. Jim Lenskold’s excellent book,
Marketing ROI, takes a serious look at properly determining and successfully
implementing a marketing ROI process at your company and acknowledges that
there is no “one size fits all” answer. Indeed, these processes must be
adapted for individual corporate environments. Marketing ROI addresses
common errors marketers make in calculating marketing ROI and challenges of
tracking various types of campaigns.
This book stands far apart from both
the shallow and overly dry articles as well as the exaggerated claims some
consultants and marketers often make concerning this topic. Be advised,
there is a significant amount of content on finance and calculations for a
marketing book. After all, the topic is financial. Still, Lenskold’s book
approaches this topic with the required seriousness, while being interesting
Marketing ROI should be read by all senior marketers and its
concepts thoroughly considered and discussed by CMOs and CFOs. If you are
the head of marketing for your organization, I recommend you buy two copies
of this book, the first for yourself, and the second for the CFO. If you are
somewhere below the head of marketing, buy three copies.
Click here to view other
recommended books at the Marketing Today Bookstore
Peter DeLegge is the publisher of
Marketing Today. He has nearly twenty years experience in marketing and
advertising and has held marketing management positions at Fortune 200 and
medium size firms. To contact Mr. DeLegge regarding consulting, speaking
engagements or media interviews, please email <email@example.com>.
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