Marketing ROI 
Subtitle: The Path to Campaign, Customer, and Corporate Profitability
Edition: 1 edition
Publisher: McGraw-Hill
Published: July 16, 2003
Language: eng
Format: Hardcover
Number of pages: 256
ISBN-13: 9780071413633
Subjects: Sales & marketing; Profit; Corporate Finance; Capital Management; Investment Analysis; Business & Economics; Business / Economics / Finance; Marketing - Product Management; Business/Economics; Investments & Securities - General; Evaluation; Advertising & Promotion; Business & Economics / Marketing / General; Rate of return; Capital investments
First sentence: Investment or expense? How a company manages its marketing budget drives not only how well the marketing organization can perform, but also how well the company can perform.