Many companies still see marketing as a cost, not an investment, and it tops the list of types of expenditure most likely to go in a downturn. According to proven business strategist Antony Young, marketing is about creating positive value for a business or brand by demonstrating cost versus return.Â Young and co-author Lucy Aitken propose a radical change in marketing philosophy to an investment-led approach whose focus is value, not cost. Â 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.
Author : Antony Young
ISBN : 074944942X
Language : English
No of Pages : 212
Edition : n
Publication Date : 5/1/2007
Format/Binding : Hardcover
Book dimensions : 9.21x6.38x1.02
Book weight : 0.01
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