Profitable marketing communications : a guide to marketing return on investment / Antony Young and Lucy Aitken

By:

Young, Antony [author]

Contributor(s):

Aitken, Lucy [co-author]

Material type: Text

TextPublication details: London, United Kingdom : Kogan Page Limited, c2007Description: xii, 212 pages ; 24 cmISBN:

074944942X

Subject(s):

MARKETING -- MANAGEMENT

LOC classification:

HF 5415.13 .Y69 2007

Contents:

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?

Summary: 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.

Item type:

Books

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Holdings
Item type	Current library	Home library	Collection	Call number	Copy number	Status	Date due	Barcode
Books	National University - Manila	LRC - Annex II General Circulation	Marketing Management	GC HF 5415.13 .Y69 2007 (Browse shelf(Opens below))	c.1	Available		NULIB000016187

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Includes bibliographical references.

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.

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