TY  - BOOK
AU  - Young, Antony
AU  - Atken, Lucy 
TI  - Profitable marketing communications: a guide to marketing return on investment
SN  - 9780749451561
U1  - 658.8  
PY  - 2007///
CY  - Great Britain
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 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
ER  -