Savitribai Phule Pune University, Pune

Jayakar Knowledge Resource Centre

Profitable marketing communications : a guide to marketing return on investment / Antony Young & Lucy Aitken.

By: Young, Antony, 1964-Contributor(s): Aitken, LucyMaterial type: TextTextPublication details: London ; Philadelphia : Kogan Page Ltd, 2007Edition: 21st edDescription: xii, 212 p. ; 24 cmISBN: 9780749449421 (hbk.)Subject(s): Marketing -- Management | Capital investments -- Evaluation | Rate of return | ProfitDDC classification: 658.8 Online resources: Table of contents only | Publisher description | Contributor biographical information
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?
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Holdings
Item type Current library Home library Call number Status Notes Date due Barcode Item holds
JKRC Social Science Complex
JKRC Social Science Complex
658.8 YOU (Browse shelf(Opens below)) Available PN083646 BCL1028
Total holds: 0

Includes bibliographical references (p. [203]-207) and index.

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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