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Profitable marketing communications ...

Aitken, Lucy.

Profitable marketing communications :a guide to marketing return on investment /

紀錄類型:	書目-語言資料,印刷品 : Monograph/item
正題名/作者:	Profitable marketing communications :Antony Young & Lucy Aitken.
其他題名:	a guide to marketing return on investment /
作者:	Young, Antony,
其他作者:	Aitken, Lucy.
出版者:	London ;Kogan Page Ltd,2007.
面頁冊數:	xii, 212 p. ;24 cm.
標題:	MarketingManagement.
電子資源:	http://www.loc.gov/catdir/toc/ecip075/2006039729.html
電子資源:	http://www.loc.gov/catdir/enhancements/fy0728/2006039729-d.html
ISBN:	9780749449421

Profitable marketing communications :a guide to marketing return on investment /
Young, Antony,1964-

Profitable marketing communications :a guide to marketing return on investment /Antony Young & Lucy Aitken. - London ;Kogan Page Ltd,2007. - xii, 212 p. ;24 cm.

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?

ISBN: 9780749449421

LCCN: 2006039729

Nat. Bib. No.: GBA694360bnbSubjects--Topical Terms:

200067
Marketing
--Management.

LC Class. No.: HF5415.13 / Y68 2007

Dewey Class. No.: 658.8

Profitable marketing communications :a guide to marketing return on investment /
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