000			nam a22 a 4500
999			_c2542 _d2542
005			20171104122521.0
008			141201s2007 xx 000 0 und d
020			_a978049451561
040			_aMAIN
041			_aENG
082			_a658.8 _bYOU/PRO
100			_aYoung, Antony
245			_aProfitable marketing communication : _ba guide to marketing return on investment _cby Antony Young and Lucy Aitken.
260			_aLondon : _bKogan page, _c2007.
300			_a212 p.
500			_aTable 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
650			_aMarketing.
700			_aAitken, Lucy
942			_cBK