Profitable marketing communications [electronic resource] : a guide to marketing return on investment / Antony Young & Lucy Aitken.

By: Contributor(s): Material type: TextTextPublication details: London ; Philadelphia : Kogan Page Ltd, 2007.Description: xii, 212 pSubject(s): Genre/Form: DDC classification:
  • 658.8 22
LOC classification:
  • HF5415.13 .Y69 2007eb
Online resources:
Contents:
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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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?

Electronic reproduction. Palo Alto, Calif. : ebrary, 2013. Available via World Wide Web. Access may be limited to ebrary affiliated libraries.

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