Profitable marketing communications a guide to marketing return on investment /
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| Main Author: | |
|---|---|
| Corporate Author: | |
| Other Authors: | |
| Format: | Electronic eBook |
| Language: | English |
| Published: |
London ; Philadelphia :
Kogan Page Ltd,
2007.
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| Subjects: | |
| Online Access: | An electronic book accessible through the World Wide Web; click to view |
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| 040 | |a CaPaEBR |c CaPaEBR | ||
| 050 | 1 | 4 | |a HF5415.13 |b .Y69 2007eb |
| 082 | 0 | 4 | |a 658.8 |2 22 |
| 100 | 1 | |a Young, Antony, |d 1964- | |
| 245 | 1 | 0 | |a Profitable marketing communications |h [electronic resource] : |b a guide to marketing return on investment / |c Antony Young & Lucy Aitken. |
| 260 | |a London ; |a Philadelphia : |b Kogan Page Ltd, |c 2007. | ||
| 300 | |a xii, 212 p. | ||
| 504 | |a Includes bibliographical references (p. [203]-207) and index. | ||
| 505 | 0 | |a 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? | |
| 533 | |a Electronic reproduction. |b Palo Alto, Calif. : |c ebrary, |d 2013. |n Available via World Wide Web. |n Access may be limited to ebrary affiliated libraries. | ||
| 650 | 0 | |a Marketing |x Management. | |
| 650 | 0 | |a Capital investments |x Evaluation. | |
| 650 | 0 | |a Rate of return. | |
| 650 | 0 | |a Profit. | |
| 655 | 7 | |a Electronic books. |2 local | |
| 700 | 1 | |a Aitken, Lucy. | |
| 710 | 2 | |a ebrary, Inc. | |
| 856 | 4 | 0 | |u http://site.ebrary.com/lib/daystar/Doc?id=10177070 |z An electronic book accessible through the World Wide Web; click to view |
| 908 | |a 170314 | ||
| 942 | 0 | 0 | |c EB |
| 999 | |c 81495 |d 81495 | ||