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.
Διαθέσιμο Online: Table of contents only
Publisher description
Πίνακας περιεχομένων:
  • 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?