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Profitable marketing communications ...

ProQuest (Firm)

Profitable marketing communications = a guide to marketing return on investment /

紀錄類型:	書目-語言資料,印刷品 : Monograph/item
正題名/作者:	Profitable marketing communications/ Antony Young & Lucy Aitken.
其他題名:	a guide to marketing return on investment /
作者:	Young, Antony,
其他作者:	Aitken, Lucy.
出版者:	London ;Kogan Page Ltd, : 2007.,
面頁冊數:	xii, 212 p.
標題:	Profit. -
電子資源:	Click to View

Profitable marketing communications = a guide to marketing return on investment /
Young, Antony,1964-

Profitable marketing communicationsa guide to marketing return on investment /[electronic resource] :Antony Young & Lucy Aitken. - London ;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. Ann Arbor, MI : ProQuest, 2015. Available via World Wide Web. Access may be limited to ProQuest affiliated libraries.

Nat. Bib. No.: GBA694360bnb

UkSubjects--Topical Terms:

647504
Profit.
Index Terms--Genre/Form:

554714
Electronic books.

LC Class. No.: HF5415.13 / .Y69 2007

Dewey Class. No.: 658.8

Profitable marketing communications = a guide to marketing return on investment /
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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?
533 $a Electronic reproduction. Ann Arbor, MI : ProQuest, 2015. Available via World Wide Web. Access may be limited to ProQuest affiliated libraries.
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650 0 $a Capital investments $x Evaluation. $3 657218
650 0 $a Marketing $x Management. $3 568118
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