Young, Antony <br/><br/>
Profitable marketing communication :  a guide to marketing return on investment 
by Antony Young and Lucy Aitken. 
 - London :  Kogan page,  2007. 
 - 212 p. 
<br/><br/> Table of Contents:<br/>Chapter 1. A need for a new marketing model<br/>Chapter 2. A change in philosophy<br/>Chapter 3. Our marketing ROI stars<br/>Chapter 4. Invest, don't spend<br/>Chapter 5. Concentrate on outcomes, not outputs<br/>Chapter 6. Forget consumers, target customers<br/>Chapter 7. Manage your communication investment portfolio<br/>Chapter 8. Differentiate anyway you can<br/>Chapter 9. Engagement and experience are the new 30-second ads<br/>Chapter 10. Apply a 'focus investing' approach<br/>Chapter 11. Establish a measurement culture<br/>Chapter 12. Leverage your employee capital<br/>Chapter 13. Is your organization marketing ROI-fit?<br/>Reference<br/>Index 
<br/><br/><label>ISBN: </label>978049451561 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Marketing.
<br/><br/><label>Dewey Class. No.: </label>658.8  / YOU/PRO