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

By: Young, Antony [author]Contributor(s): Aitken, Lucy [co-author]Material type: Text

TextPublication details: London : Kogan Page Ltd, c2007Description: xii, 212 pages ; 24 cmISBN: 074944942XSubject(s): MARKETING -- MANAGEMENT | PROFIT | RATE OF RETURN | CAPITAL INVESTMENTS -- EVALUATIONLOC classification: HF 5415.13 .Y69 2007

Contents:

1. A need for a new marketing model -- 2. A change in philosophy -- 3. Our Marketing ROI stars -- 4. Invest, don't spend -- 5. Concentrate on outcomes, not outputs -- 6. Forget consumers, target customers -- 7. Manage your communication investment portfolio -- 8. Differentiate any way you can -- 9. Engagement and experience are the new 30-second ads -- 10. Apply a 'focus investing' approach -- 11. Establish a measurement culture -- 12. Leverage your employee capital -- 13. Is your organization Marketing-ROI fit?

Summary: The book introduces investment disciplines and strategies to marketing practices and gives insight into how marketers have delivered outstanding marketing return on investment (ROI) for the companies. Finally, it provides a blueprint to maximize the returns from marketing communications. Drawing from case studies and their own experience, the authors show how marketing can work as part of a wider business strategy and prove that marketing can give customers, staff and shareholders good reason to stay loyal to companies.

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Item type	Current library	Home library	Collection	Shelving location	Call number	Copy number	Status	Date due	Barcode
Books	LRC - Annex II	National University - Manila	Marketing Management	General Circulation	GC HF 5415.13 .Y69 2007 (Browse shelf (Opens below))	c.1	Available		NULIB000016187

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Includes references and index.

1. A need for a new marketing model --
2. A change in philosophy --
3. Our Marketing ROI stars --
4. Invest, don't spend --
5. Concentrate on outcomes, not outputs --
6. Forget consumers, target customers --
7. Manage your communication investment portfolio --
8. Differentiate any way you can --
9. Engagement and experience are the new 30-second ads --
10. Apply a 'focus investing' approach --
11. Establish a measurement culture --
12. Leverage your employee capital --
13. Is your organization Marketing-ROI fit?

The book introduces investment disciplines and strategies to marketing practices and gives insight into how marketers have delivered outstanding marketing return on investment (ROI) for the companies. Finally, it provides a blueprint to maximize the returns from marketing communications.

Drawing from case studies and their own experience, the authors show how marketing can work as part of a wider business strategy and prove that marketing can give customers, staff and shareholders good reason to stay loyal to companies.

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