Cover Image

Profitable marketing communications a guide to marketing return on investment /

Main Author: Young, Antony, 1964-
Corporate Author: ebrary, Inc.
Other Authors: Aitken, Lucy.
Format: Book
Language:English
Published: London ; Philadelphia : Kogan Page Ltd, 2007.
Subjects:
Marketing > Management.
Capital investments > Evaluation.
Rate of return.
Online Access:http://site.ebrary.com/lib/ucy/Doc?id=10177070
Table of Contents:
  • 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?

Similar Items