TY  - BOOK
AU  - Young, Antony
AU  - Aitken, Lucy
TI  - Profitable marketing communications: a guide to marketing return on investment 
SN  - 074944942X
AV  - HF 5415.13 .Y69 2007 
PY  - 2007///
CY  - London, United Kingdom
PB  - Kogan Page Limited
KW  - MARKETING -- MANAGEMENT
N1  - Includes bibliographical references; 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?
N2  - 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
ER  -