01887nam a2200385 a 4500 ebr10177070 CaPaEBR m u cr cn||||||||| 061130s2007 enk sb 001 0 eng 2006039729 GBA694360 bnb 013596084 Uk 074944942X 9780749449421 CaPaEBR CaPaEBR (OCoLC)568032077 HF5415.13 .Y69 2007eb 658.8 22 Young, Antony, 1964- Profitable marketing communications [electronic resource] : a guide to marketing return on investment / 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. Marketing Management. Capital investments Evaluation. Rate of return. Profit. Electronic books. local Aitken, Lucy. ebrary, Inc. http://site.ebrary.com/lib/rucke/Doc?id=10177070 An electronic book accessible through the World Wide Web; click to view 140044 140044