Profitable Marketing Communications: A Guide To Marketing Return On Investment

Brand: Kogan Page
SKU: DADAX074944942X
ISBN : 9780749449421
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Profitable Marketing Communications: A Guide to Marketing Return on Investment

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.  Young and co-author Lucy Aitken propose a radical change in marketing philosophy to an investment-led approach whose focus is value, not cost.  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.

Specifications of Profitable Marketing Communications: A Guide to Marketing Return on Investment

GENERAL
AuthorAntony Young, Lucy Aitken
BindingHardcover
LanguageEnglish
Editionn
ISBN-10074944942X
ISBN-139780749449421
PublisherKogan Page
Number Of Pages212
Publication Date2007-05-01
DIMENSIONS
Height9.46 inch.
Length6.32 inch.
Width0.76 inch.
Weight1.1 pounds.

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