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Profitable marketing communications ...

ProQuest (Firm)

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

Record Type:	Language materials, printed : Monograph/item
Title/Author:	Profitable marketing communications/ Antony Young & Lucy Aitken.
Reminder of title:	a guide to marketing return on investment /
Author:	Young, Antony,
other author:	Aitken, Lucy.
Published:	London ;Kogan Page Ltd, : 2007.,
Description:	xii, 212 p.
Subject:	Profit. -
Online resource:	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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245 1 0 $a Profitable marketing communications $h [electronic resource] : $b a guide to marketing return on investment / $c Antony Young & Lucy Aitken.
260 $a London ; $a Philadelphia : $b Kogan Page Ltd, $c 2007.
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.
650 0 $a Profit. $3 647504
650 0 $a Rate of return. $3 633089
650 0 $a Capital investments $x Evaluation. $3 657218
650 0 $a Marketing $x Management. $3 568118
655 4 $a Electronic books. $2 local $3 554714
700 1 $a Aitken, Lucy. $3 657219
710 2 $a ProQuest (Firm) $3 1133097
856 4 0 $u https://ebookcentral.proquest.com/lib/nfu/detail.action?docID=295010 $z Click to View

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