TY  - BOOK
AU  - Young, Antony, 
AU  - Aitken, Lucy.
TI  - Profitable marketing communications: a guide to marketing return on investment 
SN  - 9780749451561
AV  - 658.804 YOU
U1  - 658.804 
PY  - 2007///
CY  - London ; , Philadelphia
PB  - Kogan Page Ltd
KW  - Marketing
KW  -  Management
KW  - Capital investments
KW  -  Evaluation
KW  - Rate of return
KW  - Profit
N1  - 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?
ER  -