Bibliograph

Profitable marketing communications, a guide to marketing return on investment, Antony Young & Lucy Aitken

Type

Label

Profitable marketing communications, a guide to marketing return on investment, Antony Young & Lucy Aitken

Language

eng

Bibliography note

Includes bibliographical references (p. [203]-207) and index

Index

index present

Literary Form

non fiction

Main title

Profitable marketing communications

Nature of contents

bibliography

Oclc number

75713618

Responsibility statement

Antony Young & Lucy Aitken

Sub title

a guide to marketing return on investment

Table Of Contents

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?

Classification