Profitable Marketing Communications

Antony Young, Lucy Aitken

208 pages, parution le 03/03/2007

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Indisponible

Résumé

"In our Manifesto for Marketing we say that: marketers must take responsibility for the profitable growth of business...measuring and articulating the value created. This book will help marketers understand how to put the emphasis on the key outcomes of their marketing communications-rather than the output." Hugh Burkitt, Chief Executive, Marketing Society (UK)

Profitable Marketing Communications explains that marketing is about creating positive value for your business or brand through demonstrating cost versus return. This comprehensive guide provides a blueprint explaining how to maximize the returns from your marketing communications.

Case studies show how marketing works as part of your wider business strategy, offer insights into how marketers have delivered outstanding marketing ROI and prove that marketing can give customers, staff and shareholders good reason to stay loyal to your company.

Sommaire

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 organisation marketing ROI-fit?

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Caractéristiques techniques

	PAPIER
Éditeur(s)	Kogan Page
Auteur(s)	Antony Young, Lucy Aitken
Parution	03/03/2007
Nb. de pages	208
Format	16,5 x 24
Couverture	Relié
Poids	510g
Intérieur	Noir et Blanc
EAN13	9780749449421
ISBN13	978-0-7494-4942-1