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Profitable marketing communications a guide to marketing return on investment /

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Bibliografiske detaljer
Hovedforfatter: Young, Antony, 1964-
Institution som forfatter: ebrary, Inc
Andre forfattere: Aitken, Lucy
Format: Electronisk eBog
Sprog:engelsk
Udgivet: London ; Philadelphia : Kogan Page Ltd, 2007.
Fag:
Marketing > Management.
Capital investments > Evaluation.
Rate of return.
Profit.
Electronic books.
Online adgang:An electronic book accessible through the World Wide Web; click to view
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Indholdsfortegnelse:
  • 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?

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