01856nam a2200373 a 4500001001200000003000800012006001900020007001500039008004100054010001700095015001900112016001800131020001500149020001800164040002100182035002100203050002700224082001400251100002600265245013900291260005300430300001600483504006600499505047900565533015201044650002701196650003701223650002001260650001201280655002901292700001801321710001701339856012601356ebr10177070CaPaEBRm        u        cr cn|||||||||061130s2007    enk     sb    001 0 eng    z  2006039729  aGBA6943602bnb7 z0135960842Uk  z074944942X  z9780749449421  aCaPaEBRcCaPaEBR  a(OCoLC)56803207714aHF5415.13b.Y69 2007eb04a658.82221 aYoung, Antony,d1964-10aProfitable marketing communicationsh[electronic resource] :ba guide to marketing return on investment /cAntony Young & Lucy Aitken.  aLondon ;aPhiladelphia :bKogan Page Ltd,c2007.  axii, 212 p.  aIncludes bibliographical references (p. [203]-207) and index.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?  aElectronic reproduction.bPalo Alto, Calif. :cebrary,d2013.nAvailable via World Wide Web.nAccess may be limited to ebrary affiliated libraries. 0aMarketingxManagement. 0aCapital investmentsxEvaluation. 0aRate of return. 0aProfit. 7aElectronic books.2local1 aAitken, Lucy.2 aebrary, Inc.40uhttp://site.ebrary.com/lib/rucke/Doc?id=10177070zAn electronic book accessible through the World Wide Web; click to view