Profitable marketing communications : a guide to marketing return on investment

Antony Young & Lucy Aitken

Introduction: keeping me up at night -- 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 communications 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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Year of publication:	2007
Authors:	Young, Antony ; Aitken, Lucy
Publisher:	London : Kogan Page
Subject:	Marketingmanagement \| Marketing management \| Return on Investment \| Return on investment
Description of contents:	Table of Contents [gbv.de]

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Extent:	XII, 212 S. graph. Darst. 24cm
Type of publication:	Book / Working Paper
Type of publication (narrower categories):	Ratgeber ; Guidebook ; Fallstudie ; Case study
Language:	English
Notes:	Includes bibliographical references (p. [203]-207) and index Formerly CIP 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?
ISBN:	0-7494-4942-X ; 978-0-7494-4942-1
Source:	ECONIS - Online Catalogue of the ZBW

Persistent link: https://www.econbiz.de/10003389089