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Title Profitable marketing communications
a guide to marketing return on investment
Author(s) Young, Antony
Local Call Num. 4900
ISBN 074944942X
9780749449421
Level Universitar
Pages xii, 212 p.
Publishing Info Philadelphia Kogan Page Ltd 2007
Loan Type/Days REG-Regular / 4
Department S-Student
Media PBK-Paperback
Subjects Marketing--Management.
Capital investments--Evaluation.
Rate of return.
Profit.
Description Antony Young & Lucy Aitken.
24 cm.
Includes bibliographical references (p. [203]-207) and index.
A need for a new marketing model -- A change in philosophy -- Our marketing ROI stars -- Invest, don't spend -- Concentrate on outcomes, not outputs -- Forget consumers, target customers -- Manage your communication investment portfolio -- Differentiate any way you can -- Engagement and experience are the new 30-second ads -- Apply a 'focus investing' approach -- Establish a measurement culture -- Leverage your employee capital -- Is your organization marketing ROI-fit?
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