Profitable marketing communications a guide to marketing return on investment /

• 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

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

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?.