ACKNOWLEDGMENTS

Although it sounds cliché, it is still so important to say: we could not write this book without the many clients we’ve worked with throughout the years. We have had many opportunities to evaluate marketing programs, from simple ads and promotions to corporate sponsorships and golf outings. We thank all the clients and customers who have invited us in to work with them and in some cases experiment with different possibilities. As we added value to our customers, we have learned from these experiences. We appreciate those individuals who have helped shape our work in the marketing field.

We would like to thank the ROI Institute staff for their continued support as a team. In particular, we would like to thank Hope Nicholas, director of publications, for her efforts with managing this process from the very beginning to delivering the final pages. Her contribution is amazing, and this book’s success is due in large part to her great support.

Jack and Patti would like to thank their two coauthors, Frank Fu and Hong Yi. This has been a global team effort as we developed a book that will span many countries with diverse markets. Frank Fu and Hong Yi have been a delightful team to work with during the development and writing of this book. They are very knowledgeable and experienced and have added much to this publication.

Jack would like to thank Patti. Patti is not only my spouse and business partner but also my best friend. She is an outstanding consultant, skilled writer, engaging facilitator, meticulous researcher, and sought-after keynote presenter. She is a role model for all our partners around the world. Her important and timely contributions made this book practical and valuable.

Patti would like to thank Jack for putting ROI on the map in terms of its applicability to noncapital investments. Jack laid the foundation on which so many others have built their measurement, evaluation, and analytics practices. Over the years, he has given much more than he has received—and for that, we are all thankful!

Frank would like to thank Jack and Patti for the opportunity to work on this project. It is a privilege to apply their theoretically sound and empirically tested methodology to the field of marketing. He is grateful for the honor to work with Hong Yi, who not only created many of the tools and materials discussed and used in the book but also provided leadership, resources, and support to make this book a reality. Additionally, Frank is grateful for the many students and colleagues at the University of Missouri–St. Louis who have tested this methodology and the embedded tools, and have given encouragement and feedback as the materials evolved over the years.

Hong Yi would like to thank her three coauthors, Jack, Frank, and Patti, for the opportunity to contribute to the project and work on this global team. She thanks all the clients and customers in China who have invited her and her Sinotrac team to work on their marketing performance improvement projects over the years. Without their trust and support, it is impossible to develop many of the models, tools, and techniques discussed in the book. For that, she is deeply grateful. She also appreciates the Sinotrac staff for their dedicated commitment and continuous improvement efforts.

And finally, we thank the team at McGraw Hill. This is our seventh book with McGraw Hill. We would like to thank Cheryl Segura for her patience and perseverance in working with us to make this book a reality. Cheryl exemplifies the reputation of McGraw Hill as one of the most outstanding publishing companies in the world.