Profitable Marketing Communications: A Guide to Marketing Return on Investment
Published by Kogan Page Ltd, LA Vergne, Tennessee, U.S.A., 2007
- Hardcover
- Used
Seller: Second Site Books, Chicago, IL, U.S.A.Second Site Books
AbeBooks seller since February 19, 2013
Condition: Used - As new
£ 17.54
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Add to basketItem description from seller
Marketing is still seen by many companies as a cost, rather than an investment, and tops the list of types of expenditure most likely to go in a downturn. "Profitable Marketing Communications" explains that marketing is about creating positive value for a business or brand through demonstrating cost versus return. The authors propose a new marketing model, which helps business-owners, CEOs, CFOs and marketers apply an investment-led approach where the focus is value, not cost. "Profitable Marketing Communications" introduces investment disciplines and strategies to marketing practices. It offers insight into how marketers have delivered outstanding marketing ROI for their companies. Finally, it provides a blueprint to maximize the returns from marketing communications. Case studies show how marketing works as part of a wider business strategy and prove that marketing can give customers, staff and shareholders good reason to stay loyal to companies.
Seller Inventory # 000812
- Title
- Profitable Marketing Communications: A Guide to Marketing Return on Investment
- Author
- Young, Antony;Aitken, Lucy
- Publisher
- Kogan Page Ltd, LA Vergne, Tennessee, U.S.A.
- Publication year
- 2007
- Condition
- As New
- Dust jacket
- As New
- Binding
- Hardcover
- ISBN 10
- 074944942X
- ISBN 13
- 9780749449421
"Synopsis" may belong to another edition of this title.
About the Author
Lucy Aitken is a freelance journalist and writer. She was previously a commissioning editor of Campaign and Media & Marketing Europe.
"About the title" may belong to another edition of this title.
Second Site Books
Chicago, IL, U.S.A.
AbeBooks seller since February 19, 2013
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