Includes bibliographical references and index. Moeller, L. H., Landry, E. C., & Kinni, T. B. (2009). Profit-driven marketing: A proven system for maximizing creativity, accountability, and ROI. New York: McGraw-Hill.

Introduction -- Chapter 1: The Marketer's Challenge -- Chapter 2: Marketing and ROI Microeconomics -- Chapter 3: The Marketing ROI Mindset and Pillars -- Chapter 4: Building Analytical Prowess -- Chapter 5: Tools for Transforming Analytics Into Working Knowledge -- Chapter 6: Creating Process-Driven Profitability -- Chapter 7: Aligning the Organization Around Marketing ROI -- Chapter 8: Undertaking the Marketing ROI Transformation -- Epilogue -- Endnotes -- Index

"The Four Pillars of Profit-Driven Marketing helps you achieve what has always eluded marketers - an accurate determination of marketing ROI. Inside, you'll find the secrets to maximizing return on every marketing dollar spent by combining modern measurement technologies and contemporary organizational design. Apply the "four pillars" of marketing, and you will strengthen connections with customers, improve creativity and accountability within your organization, and attain the new, fifth "p" of marketing - profit." - From Book Jacket.