Cover Image

Profitable marketing communications a guide to marketing return on investment /

Offers a blueprint to maximize returns on investment from marketing communications and introduces investment disciplines and strategies to marketing practices.

Bibliographic Details
Main Author: Young, Antony, 1964-
Corporate Author: Gale Group.
Other Authors: Aitken, Lucy.
Format: Electronic
Language:English
Published: London ; Philadelphia : Kogan Page Ltd, 2007.
Series:Gale virtual reference library
Subjects:
Marketing > Management.
Capital investments > Evaluation.
Rate of return.
Profit.
Online Access:Available for Universiti Teknologi MARA via Gale Virtual Reference Library. Click here to access
LEADER 02286cam a2200373 a 4500
001 3022
003 MiFhGG
005 20130723094305.0
006 m d
007 cr un ---uuuua
008 061130s2007 enk sb 001 0 eng
020 # # |a 9780749451424 (electronic book) 
020 # # |a 074944942X 
020 # # |a 9780749449421 
035 # # |a (OCoLC)466661233 
040 # # |a DLC  |c DLC  |d UKM  |d BAKER  |d BTCTA  |d BWKUK  |d YDXCP  |d DLC  |d MiFhGG 
100 1 # |a Young, Antony,  |d 1964- 
245 1 0 |a Profitable marketing communications  |b a guide to marketing return on investment /  |c Antony Young & Lucy Aitken.  |h [electronic resource] : 
260 # # |a London ;  |a Philadelphia :  |b Kogan Page Ltd,  |c 2007. 
490 0 # |a Gale virtual reference library 
504 # # |a Includes bibliographical references 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?. 
520 # # |a Offers a blueprint to maximize returns on investment from marketing communications and introduces investment disciplines and strategies to marketing practices. 
533 # # |a Electronic reproduction.  |b Farmington Hills, Mi :  |c Gale.  |n Available via World Wide Web. 
534 # # |e xii, 212 p. ; 24 cm.  |p Original : 
538 # # |a Mode of access: Internet. 
650 # 0 |a Marketing  |x Management. 
650 # 0 |a Capital investments  |x Evaluation. 
650 # 0 |a Rate of return. 
650 # 0 |a Profit. 
700 1 # |a Aitken, Lucy. 
710 2 # |a Gale Group. 
856 4 0 |u https://ezaccess.library.uitm.edu.my/login?url=http://find.galegroup.com/openurl/openurl?url_ver=Z39.88-2004&url_ctx_fmt=info:ofi/fmt:kev:mtx:ctx&req_dat=info:sid/gale:ugnid:uitm_pj&res_id=info:sid/gale:GVRL&ctx_enc=info:ofi:enc:UTF-8&rft_val_fmt=info:ofi/fmt:kev:mtx:book&rft_id=info:sid/gale:bmcode:recid/2PZH  |z Available for Universiti Teknologi MARA via Gale Virtual Reference Library. Click here to access 
912 # # |a 2PZH 

Similar Items