a) M=Dy O : SS | THE PATH TO CAMPAIGN, CUSTOMER, AND CORPORATE PROFITABILITY Es te James D. Lenskold a 5 30 f 5 S1OMSN31marketing ROI THE PATH TQ CAMPAIGN, ISTOMER, AND CORPORATE IFITABILITY James D. Lenskold Tata McGraw-Hill Publishing Company Limited NEW DELHI WeGraw-Fit Offces StLouis San Francisco Ac 'sbon London Madtid MexicoCity Milan Montreal iiago Singapore Sydney Tokyo Toronto New Delhi New: ‘Kuala Lumpur San ua Bogotd Caracas .ELEN 's reserved. No past of this publication may be reproduced n any form or by any means, or stored in a database . ‘rte riser: ‘This book is dedicated to Karem, Bethany, and Meghan for their love and support. Lowe you a lifetioe of value and many positive returns ‘Tata McGraw-Hill Edition 2004 RZLBCRYIRCZAC printed in India by arrangement with The McGraw-Hill Companies, New York Sal temitories: India, Pakistan, Nepal, Bangladesh, Sri Lanka and Bhutan Library of Congress Cataloging-in-Publication Data 6 < Q Lenskold, James D. “ r ing ROL the path to campaign, customer, and eomporate z by James D. Lenskold. EN 2003001407 | ISBN 0-07-059418-X Published by Tata MeGraw-Hill Publishing Company Limited, 7 West Patel Nagar, New Delhi 110 008, and printed at Sai Printo Pack Pvt Ltd,, Del 110.020