000			00440nam a2200181 a 4500
999			_c6992 _d6992
005			20171106115742.0
008			141201s2007 xx 000 0 und d
020			_a9780749451561
040			_aMAIN
041			_aENG
082			_a658.8 _bYOU/PRO
100			_aYoung, Antony
245			_aProfitable marketing communications : _ba guide to marketing return on investment _cby Antony Young and Lucy Atken.
260			_aGreat Britain : _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 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
650			_aMarketing.
700			_aAtken, Lucy
942			_cBK