Profitable marketing communications : a guide to marketing return on investment /

Κύριος συγγραφέας: Young, Antony, 1964-
Άλλοι συγγραφείς: Aitken, Lucy.
Μορφή: Βιβλίο
Γλώσσα: English
Έκδοση: London : Kogan Page Ltd, 2007.
Θέματα:
Διαθέσιμο Online: Table of contents only
Publisher description
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100 1 |9 131071  |a Young, Antony,  |d 1964- 
245 1 0 |a Profitable marketing communications :  |b a guide to marketing return on investment /  |c Antony Young & Lucy Aitken. 
260 |a London :  |b Kogan Page Ltd,  |c 2007. 
300 |a xii, 212 p. ;  |c 24 cm. 
504 |a Includes bibliographical references (p. [203]-207) and index. 
505 0 |a 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? 
650 0 |a Marketing  |x Management  |9 725 
650 0 |a Capital investments  |x Evaluation  |9 2848 
650 0 |a Rate of return  |9 4613 
650 0 |a Profit  |9 438 
700 1 |9 131072  |a Aitken, Lucy. 
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