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Profitable marketing communications : a guide to marketing return on investment / Antony Young & Lucy Aitken.

By: Contributor(s): Material type: TextPublication details: London ; Philadelphia : Kogan Page Ltd, 2007.Description: xii, 212 p. ; 24 cmISBN:
  • 9780749451561
Subject(s): DDC classification:
  • 658.804 YOU [ Shelf 68 ]
LOC classification:
  • 658.804 YOU
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?
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Cover image Item type Current library Home library Collection Shelving location Call number Materials specified Vol info URL Copy number Status Notes Date due Barcode Item holds Item hold queue priority Course reserves
Reference Indian Institute Of Management, Shillong 658.804 YOU [ Shelf 68 ] (Browse shelf(Opens below)) 0 Not for loan 0007879
Book Indian Institute Of Management, Shillong 658.804 YOU [ Shelf 68 ] (Browse shelf(Opens below)) 1 Available 0007880

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?

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