Profitable marketing communications (Record no. 236167)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 01887nam a2200385 a 4500 |
| 082 04 - DEWEY DECIMAL CLASSIFICATION NUMBER | |
| Classification number | 658.8 |
| 100 1# - MAIN ENTRY--AUTHOR NAME | |
| Personal name | Young, Antony, |
| 245 10 - TITLE STATEMENT | |
| Title | Profitable marketing communications |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) | |
| Place of publication | London ; |
| -- | Philadelphia : |
| Name of publisher | Kogan Page Ltd, |
| Year of publication | 2007. |
| 300 ## - PHYSICAL DESCRIPTION | |
| Number of Pages | xii, 212 p. |
| 505 0# - FORMATTED CONTENTS NOTE | |
| Formatted contents note | 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? |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical Term | Marketing |
| Topical Term | Capital investments |
| Topical Term | Rate of return. |
| Topical Term | Profit. |
| 700 1# - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Aitken, Lucy. |
| 856 40 - ELECTRONIC LOCATION AND ACCESS | |
| Uniform Resource Identifier | http://site.ebrary.com/lib/rucke/Doc?id=10177070 |
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