Profitable marketing communications a guide to marketing return on investment /
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| 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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Table of Contents:
- 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?