Profitable marketing communications a guide to marketing return on investment /
Enregistré dans:
| Auteur principal: | |
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| Format: | Électronique eBook |
| Langue: | anglais |
| Publié: |
London ; Philadelphia :
Kogan Page Ltd,
2007.
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| Sujets: | |
| Accès en ligne: | An electronic book accessible through the World Wide Web; click to view |
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Table des matières:
- 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?