|
|
|
|
| LEADER |
01381nam a2200253 a 4500 |
| 001 |
1853660 |
| 005 |
20171111234637.0 |
| 008 |
061130s2007 enk sb 001 0 eng |
| 020 |
|
|
|z 074944942X
|
| 040 |
|
|
|a CaPaEBR
|z 9780749449421
|
| 050 |
1 |
4 |
|a HF5415.13
|b .Y69 2007eb
|
| 100 |
1 |
|
|a Young, Antony,
|d 1964-
|
| 245 |
1 |
0 |
|a Profitable marketing communications
|b a guide to marketing return on investment /
|c Antony Young & Lucy Aitken.
|
| 260 |
|
|
|a London ;
|b Kogan Page Ltd,
|c 2007.
|a Philadelphia :
|
| 300 |
|
|
|a xii, 212 p.
|
| 504 |
|
|
|a Includes bibliographical references (p. [203]-207) and index.
|
| 505 |
0 |
|
|a 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 |
|a Marketing
|x Management.
|
| 650 |
|
0 |
|a Capital investments
|x Evaluation.
|
| 650 |
|
0 |
|a Rate of return.
|
| 700 |
1 |
|
|a Aitken, Lucy.
|
| 710 |
2 |
|
|a ebrary, Inc.
|
| 856 |
4 |
0 |
|u http://site.ebrary.com/lib/ucy/Doc?id=10177070
|
| 952 |
|
|
|a CY-NiOUC
|b 5a045fea6c5ad14ac1ee0f70
|c 998a
|d 945l
|e -
|t 1
|x m
|z Books
|
