TY  - BOOK
AU  - Young, Antony
AU  - Aitken, Lucy 
TI  - Profitable marketing communication: a guide to marketing return on investment
SN  - 978049451561
U1  - 658.8 
PY  - 2007///
CY  - London
PB  - Kogan page
KW  - Marketing
N1  - 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 anyway 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?
Reference
Index
ER  -