عنوان
پدید آورنده
موضوع
رده
HF5415.13 .Y69 2007eb
HF5415
.
13
.
Y69
2007eb
کتابخانه
محل استقرار
0749451424
1280869623
9780749451424
9781280869624
074944942X
6610869626
9780749449421
9786610869626
b700343
Profitable marketing communications :
[Book]
a guide to marketing return on investment /
Antony Young & Lucy Aitken.
Philadelphia :
Kogan Page Ltd.,
[2007].
©2007
1 online resource (xii, 212 pages)
Includes bibliographical references (pages 203-207) and index.
A need for a new marketing model -- A change in philosophy -- Our marketing ROI stars -- Invest, don't spend -- Concentrate on outcomes, not outputs -- Forget consumers, target customers -- Manage your communication investment portfolio -- Differentiate any way you can -- Engagement and experience are the new 30-second ads -- Apply a 'focus investing' approach -- Establish a measurement culture -- Leverage your employee capital -- Is your organization marketing ROI-fit?
0
Profitable Marketing Communications explains that marketing is about creating positive value for a business or brand through demonstrating cost versus return. The authors propose a new marketing model, which helps business-owners, CEOs, CFOs and marketers apply an investment-led approach where the focus is value, not cost. Profitable Marketing Communications introduces investment disciplines and strategies to marketing practices. It offers insight into how marketers have delivered outstanding marketing ROI for their companies. Finally, it provides a blueprint to maximize the returns from market.
Safari Books Online
CL0500000203
Profitable marketing communications.
Capital investments-- Evaluation.
Marketing-- Management.
Profit.
Rate of return.
BUSINESS & ECONOMICS-- Distribution.
BUSINESS & ECONOMICS-- Marketing-- General.
Capital investments-- Evaluation.
Marketing-- Management.
Profit.
Rate of return.
BUS-- 043000
BUS-- 078000
KMPH
658
.
8
22
HF5415
.
13
.
Y69
2007eb
Young, Antony,1964-
Aitken, Lucy
20201207160900.0
pn
مطالعه متن کتاب [Book]
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