000			01482nam a2200265 a 4500
005			20260112063248.0
020			_a9780749451561
039			_a202110121655 _bstaff _c201301090512 _d staff _c201005280233 _d staff _c201002250344 _d staff _y 201002250342 _z staff
050			_a658.804 _bYOU
082			_a658.804 _bYOU [ Shelf 68 ]
100			_aYoung, Antony, _d 1964-
245			_aProfitable marketing communications : _ba guide to marketing return on investment / _cAntony Young & Lucy Aitken.
260			_aLondon ; _aPhiladelphia : _bKogan Page Ltd, _c2007.
300			_axii, 212 p. ; _c24 cm.
504			_aIncludes bibliographical references (p. [203]-207) and index.
505			_aA 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?
650			_aMarketing _x Management.
650			_aCapital investments _x Evaluation.
650			_aRate of return.
650			_aProfit.
700			_aAitken, Lucy.
991			_aVIRTUA40
991			_aVTLSSORT0080*0200*0500*0820*1000*2450*2600*3000*5040*5050*6500*6501*6502*6503*7000*9992
909			_a2278
999			_c2189 _d2189