Can I read Profitable Marketing Communications : a Guide to Marketing Return on Investment on EtoBox?

Profitable Marketing Communications : a Guide to Marketing Return on Investment by Young, Antony, 1964-; Aitken, Lucy is a book available to read on EtoBox.

What is Profitable Marketing Communications : a Guide to Marketing Return on Investment about?

Many Companies Still See Marketing As A Cost, Not An Investment. According To Proven Business Strategist Antony Young, Marketing Creates Positive Value For A Business Or Brand By Demonstrating Cost Versus Return. Young And Co-author Lucy Aitken Propose A Radical Change In Marketing Philosophy To An Investment-led Approach With A Focus On Value, Not Cost. The Book Introduces Investment Disciplines And Strategies To Marketing Practices And Gives Insight Into How Marketers Have Delivered Outstanding Marketing Return On Investment. Finally, It Provides A Blueprint To Maximize The Returns From Marketing Communications--publisher Description. 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 Communication Investment 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? Antony Young & Lucy Aitken. Includes Bibliographical References (p. [203]-207) A

Author

Young, Antony, 1964-; Aitken, Lucy

Publisher

London ; Philadelphia: Kogan Page Ltd

Published

2007

Language

EN

ISBN

9780749451424

Subjects

Business, Marketing, Finance