Profitable marketing communications : a guide to marketing return on investment / Antony Young & Lucy Aitken.
Young, Antony, 1964-; Aitken, Lucy.
2007
HF5415.13 .Y69 2007 (Mapit)
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Title Profitable marketing communications : a guide to marketing return on investment / Antony Young & Lucy Aitken.
Author Young, Antony, 1964-
ISBN 9780749449421
074944942X
Publication Details London ; Philadelphia : Kogan Page Ltd, 2007.
Language English
Description xii, 212 p. ; 24 cm.
Call Number HF5415.13 .Y69 2007
Dewey Decimal Classification 658.8
Bibliography, etc. Note Includes bibliographical references (p. [203]-207) and index.
Added Author Aitken, Lucy.
Linked Resources Table of contents only
Publisher description
Record Appears in On-Campus Resources > Books
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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?

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