MARC Record

001 14651036
005 20081209110039.0
008 061130s2007    enk b    001 0 eng  
010   $a  2006039729
015   $2bnb$aGBA694360
016 7 $2Uk$a013596084
020   $a074944942X$a9780749449421$c$107,1.00
035   $a(OCoLC)ocm75713618
035   $a(OCoLC)75713618
037   $bMIS$bKogan Page
040   $aDLC$cDLC$dUKM$dBAKER$dBTCTA$dBWKUK$dYDXCP$dDLC
050 00$aHF5415.13$b.Y69 2007
082 00$222$a658.8
100 1 $aYoung, Antony$d1964-
245 10$aProfitable marketing communications$ba guide to marketing return on investment$cAntony Young & Lucy Aitken.$hPaperback{PBK}
260   $aLondon ;$aPhiladelphia$bKogan Page Ltd$c2007
300   $axii, 212 p.$c24 cm.
504   $aIncludes bibliographical references (p. [203]-207) and
      index.
505 0 $aA 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?
521   $aUniversitar
541   $d6/22/2009$eNIR 2559
650  0$aMarketing$xManagement.
650  0$aCapital investments$xEvaluation.
650  0$aRate of return.
650  0$aProfit.
700 1 $aAitken, Lucy.
852   $90$bSala de lectura 1{Saladele}$cStudent{S}$kRegular{REG}$t1$zArrived$p032531$iYOU$h4900$qExc
856 41$3Table of contents only 
856 41$uhttp://www.loc.gov/catdir/toc/ecip075/2006039729.html
856 42$3Publisher description 
856 42$uhttp://www.loc.gov/catdir/enhancements/fy0728/2006039729-d.
      html
856 42$3Contributor biographical information 
856 42$uhttp://www.loc.gov/catdir/enhancements/fy0903/2006039729-b.
      html
906   $a7$bcbc$corignew$d1$eecip$f20$gy-gencatlg
925 0 $aacquire$b2 shelf copies$xpolicy default
955   $asb39 2006-11-30$aaa19 2006-12-01$aps13 2007-06-18 1 copy rec'd., to CIP ver.$esb09 2006-12-01 to Dewey$fsc02 2007-06-21 Z-CipVer$gsc02 2007-06-21 to BCCD$isb39 2006-11-30