Profitable marketing communications a guide tomarketing return on investment - Young, Antony 1964-; Aitken, Lucy (London Philadelphia Kogan Page Ltd, 2007)
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?
Includes bibliographical references (p. [203]-207) and index
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Keywords: Capital investments -- Evaluation; Marketing -- Management; Profit; Rate of return