Vulcans, Earthlings and Marketing ROI

Rutherford, David; Knowles, Jonathan

Published by Wilfrid Laurier University Press
ISBN 10: 1554580315 / ISBN 13: 9781554580316
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Establishes that finance, marketing, and advertising share common ground in the value of brands. This book reviews the evidence for the business impact of marketing and advertising, summarizing key research and practical experience. Num Pages: 174 pages, tables & charts. BIC Classification: KJ. Category: (P) Professional & Vocational. Dimension: 227 x 154 x 11. Weight in Grams: 272. . 2007. Paperback. . . . . Bookseller Inventory #

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Synopsis: Co-published with the Institute of Communication Agencies Every few years, business is galvanized by a new concept. Accountability is the latest idea in the spotlight. It's a huge topic, and in the broadest sense embraces ethics, corporate governance, and all the issues spawned by the recent spate of business scandals. Vulcans, Earthlings and Marketing ROI deals with a more pragmatic aspect: the accountability behind the question "Are our investments in marketing and advertising sensible and successful, short and long term, from a business point of view?" In Part 1 the authors establish that finance, marketing, and advertising share common ground in the value of brands. Part 2 reviews the evidence for the business impact of marketing and advertising, summarizing key research and practical experience. Part 3 outlines what it takes to build an accountability culture and profiles some techniques that are useful for framing and measuring the business impact of marketing and advertising investment. The book is intended for anyone with an interest in accountability as it applies to short- and long-term marketing effort.

Product Description: Co-published with the Institute of Communication Agencies. Every few years, business is galvanised by a new concept. Accountability is the latest idea in the spotlight. It's a huge topic, and in the broadest sense embraces ethics, corporate governance, and all the issues spawned by the recent spate of business scandals. This book deals with a more pragmatic aspect: the accountability behind the question "Are our investments in marketing and advertising sensible and successful, short and long term, from a business point of view?" In Part 1 the authors establish that finance, marketing, and advertising share common ground in the value of brands. Part 2 reviews the evidence for the business impact of marketing and advertising, summarising key research and practical experience. Part 3 outlines what it takes to build an accountability culture and profiles some techniques that are useful for framing and measuring the business impact of marketing and advertising investment. The book is intended for anyone with an interest in accountability as it applies to short- and long-term marketing effort.

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Title: Vulcans, Earthlings and Marketing ROI
Publisher: Wilfrid Laurier University Press
Book Condition: New

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Book Description Wilfrid Laurier University Press. Paperback. Book Condition: new. BRAND NEW, Vulcans, Earthlings and Marketing ROI: Getting Finance, Marketing and Advertising Onto the Same Planet, David Rutherford, Jonathan Knowles, Co-published with the Institute of Communication Agencies Every few years, business is galvanized by a new concept. Accountability is the latest idea in the spotlight. It's a huge topic, and in the broadest sense embraces ethics, corporate governance, and all the issues spawned by the recent spate of business scandals. Vulcans, Earthlings and Marketing ROI deals with a more pragmatic aspect: the accountability behind the question "Are our investments in marketing and advertising sensible and successful, short and long term, from a business point of view?" In Part 1 the authors establish that finance, marketing, and advertising share common ground in the value of brands. Part 2 reviews the evidence for the business impact of marketing and advertising, summarizing key research and practical experience. Part 3 outlines what it takes to build an accountability culture and profiles some techniques that are useful for framing and measuring the business impact of marketing and advertising investment. The book is intended for anyone with an interest in accountability as it applies to short- and long-term marketing effort. Bookseller Inventory # B9781554580316

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