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Profitable marketing communications

by Young, Antony,
Additional authors: Aitken, Lucy. | ebrary, Inc.
Published by : Kogan Page Ltd, (London ; | Philadelphia :) Physical details: xii, 212 p.
Subject(s): Marketing -- Management. | Capital investments -- Evaluation. | Rate of return. | Profit. | Electronic books.
Year: 2007
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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.

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