Profitable marketing communications : a guide to marketing return on investment

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Title:

Author:

Young, Antony, 1964-

ISBN:

9780749449421

Personal Author:

Young, Antony, 1964-

Publication Information:

London ; Philadelphia : Kogan Page Ltd, c2007.

Physical Description:

p. cm.

Contents:

Introduction: keeping me up at night -- 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 communications 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?

Subject Term:

Marketing -- Management.

Capital investments -- Evaluation.

Rate of return.

Profit.

Added Author:

Aitken, Lucy.

Electronic Access:

Table of contents only http://www.loc.gov/catdir/toc/ecip075/2006039729.html

Copies:

Available:*

Library	Material Type	Item Barcode	Shelf Number	Copy	Status
Searching... 1:IIEMSA	1:GEN-BOOK	33168020397622	658.8 Y68P 2007	1	Searching... Unknown

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Summary

Marketing is still seen by many companies as a cost, rather than an investment, and tops the list of types of expenditure most likely to go in a downturn. Profitable Marketing Communications explains that marketing is about creating positive value for a business or brand through demonstrating cost versus return. The authors propose a new marketing model, which helps business-owners, CEOs, CFOs and marketers apply an investment-led approach where the focus is value, not cost. Profitable Marketing Communications introduces investment disciplines and strategies to marketing practices. It offers insight into how marketers have delivered outstanding marketing ROI for their companies. Finally, it provides a blueprint to maximize the returns from marketing communications. Case studies show how marketing works as part of a wider business strategy and prove that marketing can give customers, staff and shareholders good reason to stay loyal to companies.