Young, Antony,  1964- <br/><br/>
Profitable marketing communications :  a guide to marketing return on investment / 
Antony Young & Lucy Aitken. 
 - 21st ed. 
 - London ;  Philadelphia :  Kogan Page Ltd,  2007. 
 - xii, 212 p. ;  24 cm. 
<br/><br/>Includes bibliographical references (p. [203]-207) and index. 
<br/><br/>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? 
<br/><br/><label>ISBN: </label>9780749449421 (hbk.) 
<br/><br/><label>LCCN: </label>2006039729 
<br/><br/><label>Nat. Bib. No.: </label>GBA694360  bnb 
<br/><br/><label>Nat. Bib. Agency Control No.: </label>013596084  Uk 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Marketing--Management.<br/>Capital investments--Evaluation.<br/>Rate of return.<br/>Profit.
<br/><br/><label>Dewey Class. No.: </label>658.8  / YOU