Profitable marketing communications : a guide to marketing return on investment by Antony Young and Lucy Atken.
Material type:
TextLanguage: English Publication details: Great Britain : Kogan page, 2007.Description: 212 pISBN: - 9780749451561
- 658.8 YOU/PRO
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NLUO | NLUO | 658.8 YOU/PRO (Browse shelf(Opens below)) | Available | 6990 |
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| 658.8 TRI/MIC Micro marketing : | 658.8 TRI/MIC Micro marketing : | 658.8 YOU/PRO Profitable marketing communication : | 658.8 YOU/PRO Profitable marketing communications : | 658.8 ZEI/SER Services marketing: integrating customer focus across the firm | 658.8 ZEI/SER Services marketing: integrating customer focus across the firm | 658.8 ZEI/SER Services marketing: integrating customer focus across the firm |
Table of Contents:
Chapter 1. A need for a new marketing model
Chapter 2. A change in philosophy
Chapter 3. Our marketing ROI stars
Chapter 4. invest don't spend
Chapter 5. Concentrate on outcomes, not outputs
Chapter 6. Forget consumers, target customers
Chapter 7. Manage your communication investment portfolio
Chapter 8. Differentiate any way you can
Chapter 9. Engagement and experience are the new 30 second ads
chapter 10. apply a 'focus investing' approach
Chapter 11. Establish a measurement culture
Chapter 12. Leverage your employee capital
Chapter 13. Is your organization marketing ROI-fit?
References
Index