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

By: Contributor(s): Material type: TextTextPublication details: London, United Kingdom : Kogan Page Limited, c2007Description: xii, 212 pages ; 24 cmISBN:
  • 074944942X
Subject(s): 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.
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Holdings
Item type Current library Home library Collection Call number Copy number Status Date due Barcode
Books 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

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?

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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