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.