000316227 000__ 01651cam\a2200337\a\4500 000316227 001__ 316227 000316227 005__ 20210513114741.0 000316227 008__ 061130s2007\\\\enk\\\\\\b\\\\001\0\eng\\ 000316227 010__ $$a 2006039729 000316227 020__ $$a9780749449421 000316227 020__ $$a074944942X 000316227 035__ $$a(OCoLC)ocm75713618 000316227 035__ $$a316227 000316227 040__ $$aDLC$$cDLC$$dUKM$$dBAKER$$dBTCTA$$dBWKUK$$dYDXCP$$dBWK 000316227 049__ $$aISEA 000316227 05000 $$aHF5415.13$$b.Y69 2007 000316227 08200 $$a658.8$$222 000316227 1001_ $$aYoung, Antony,$$d1964- 000316227 24510 $$aProfitable marketing communications :$$ba guide to marketing return on investment /$$cAntony Young & Lucy Aitken. 000316227 260__ $$aLondon ;$$aPhiladelphia :$$bKogan Page Ltd,$$c2007. 000316227 300__ $$axii, 212 p. ;$$c24 cm. 000316227 504__ $$aIncludes bibliographical references (p. [203]-207) and index. 000316227 5050_ $$aA need for a new marketing model -- A change in philosophy -- Our marketing ROI stars -- Invest, don't spend -- Concentrate on outcomes, not outputs -- Forget consumers, target customers -- Manage your communication investment portfolio -- Differentiate any way you can -- Engagement and experience are the new 30-second ads -- Apply a 'focus investing' approach -- Establish a measurement culture -- Leverage your employee capital -- Is your organization marketing ROI-fit? 000316227 650_0 $$aMarketing$$xManagement. 000316227 650_0 $$aCapital investments$$xEvaluation. 000316227 650_0 $$aRate of return. 000316227 650_0 $$aProfit. 000316227 7001_ $$aAitken, Lucy. 000316227 85200 $$bgen$$hHF5415.13$$i.Y69$$i2007 000316227 85641 $$3Table of contents only$$uhttp://www.loc.gov/catdir/toc/ecip075/2006039729.html 000316227 85642 $$3Publisher description$$uhttp://www.loc.gov/catdir/enhancements/fy0728/2006039729-d.html 000316227 909CO $$ooai:library.usi.edu:316227$$pGLOBAL_SET 000316227 980__ $$aBIB 000316227 980__ $$aBOOK 000316227 994__ $$aC0$$bISE