Profitable marketing communications : (Record no. 18428)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 01758nam a2200229Ia 4500 |
| 003 - CONTROL NUMBER IDENTIFIER | |
| control field | NULRC |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20250520102915.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 250520s9999 xx 000 0 und d |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| International Standard Book Number | 074944942X |
| 040 ## - CATALOGING SOURCE | |
| Transcribing agency | NULRC |
| 050 ## - LIBRARY OF CONGRESS CALL NUMBER | |
| Classification number | HF 5415.13 .Y69 2007 |
| 100 ## - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Young, Antony |
| Relator term | author |
| 245 #0 - TITLE STATEMENT | |
| Title | Profitable marketing communications : |
| Remainder of title | a guide to marketing return on investment / |
| Statement of responsibility, etc. | Antony Young and Lucy Aitken |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. | |
| Place of publication, distribution, etc. | London, United Kingdom : |
| Name of publisher, distributor, etc. | Kogan Page Limited, |
| Date of publication, distribution, etc. | c2007 |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | xii, 212 pages ; |
| Dimensions | 24 cm. |
| 504 ## - BIBLIOGRAPHY, ETC. NOTE | |
| Bibliography, etc. note | Includes bibliographical references. |
| 505 ## - FORMATTED CONTENTS NOTE | |
| Formatted contents note | 1. A need for a new marketing model -- 2. A change in philosophy -- 3. Our Marketing ROI stars -- 4. Invest, don't spend -- 5. Concentrate on outcomes, not outputs -- 6. Forget consumers, target customers -- 7. Manage your communication investment portfolio -- 8. Differentiate any way you can -- 9. Engagement and experience are the new 30-second ads -- 10. Apply a 'focus investing' approach -- 11. Establish a measurement culture -- 12. Leverage your employee capital -- 13. Is your organization Marketing-ROI fit? |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | The book introduces investment disciplines and strategies to marketing practices and gives insight into how marketers have delivered outstanding marketing return on investment (ROI) for the companies. Finally, it provides a blueprint to maximize the returns from marketing communications. Drawing from case studies and their own experience, the authors show how marketing can work as part of a wider business strategy and prove that marketing can give customers, staff and shareholders good reason to stay loyal to companies. |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name entry element | MARKETING -- MANAGEMENT |
| 700 ## - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Aitken, Lucy |
| Relator term | co-author |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Source of classification or shelving scheme | Library of Congress Classification |
| Koha item type | Books |
| Withdrawn status | Lost status | Source of classification or shelving scheme | Damaged status | Not for loan | Collection | Home library | Current library | Shelving location | Date acquired | Source of acquisition | Total checkouts | Full call number | Barcode | Date last seen | Copy number | Price effective from | Koha item type |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Library of Congress Classification | Marketing Management | LRC - Annex II | National University - Manila | General Circulation | 03/26/2019 | Donation - SMF | GC HF 5415.13 .Y69 2007 | NULIB000016187 | 05/20/2025 | c.1 | 05/20/2025 | Books |