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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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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