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Young, Antony, 1964-

Profitable marketing communications a guide to marketing return on investment / [electronic resource] : Antony Young & Lucy Aitken. - London ; Philadelphia : Kogan Page Ltd, 2007. - xii, 212 p.

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.

ISBN:

LCCN:

Nat. Bib. No.: GBA694360 bnb

Nat. Bib. Agency Control No.: Uk

Subjects--Topical Terms:
Marketing--Management.
Capital investments--Evaluation.
Rate of return.
Profit.

Index Terms--Genre/Form:
Electronic books.

LC Class. No.: HF5415.13 / .Y69 2007eb

Dewey Class. No.: 658.8