Profitable marketing communications :
Young, Antony, 1964-
Profitable marketing communications : a guide to marketing return on investment / Antony Young & Lucy Aitken. - London ; Philadelphia : Kogan Page Ltd, 2007. - xii, 212 p. ; 24 cm.
Includes bibliographical references 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?
9780749451561 0749451564
2006039729
GBA694360 bnb
013596084 Uk
Marketing--Management.
Capital investments--Evaluation.
Rate of return.
Profit.
HF5415.13 / .Y69 2007
658.8
Profitable marketing communications : a guide to marketing return on investment / Antony Young & Lucy Aitken. - London ; Philadelphia : Kogan Page Ltd, 2007. - xii, 212 p. ; 24 cm.
Includes bibliographical references 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?
9780749451561 0749451564
2006039729
GBA694360 bnb
013596084 Uk
Marketing--Management.
Capital investments--Evaluation.
Rate of return.
Profit.
HF5415.13 / .Y69 2007
658.8