Vulcans, Earthlings and Marketing ROI
Language: English
Published by Wilfrid Laurier University Press, 2007
- Softcover
- New
Seller: Kennys Bookstore, Olney, MD, U.S.A.Kennys Bookstore
AbeBooks seller since October 9, 2009
Condition: New
£ 41.85
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Add to basketItem description from seller
Seller Inventory # V9781554580316
- Title
- Vulcans, Earthlings and Marketing ROI
- Author
- Rutherford, David; Knowles, Jonathan
- Publisher
- Wilfrid Laurier University Press
- Publication year
- 2007
- Condition
- New
- Binding
- Soft cover
- Language
- English
- ISBN 10
- 1554580315
- ISBN 13
- 9781554580316
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. Its 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.
"Synopsis" may belong to another edition of this title.
About the Author
Jonathan Knowles runs two brand consulting firms―Structured Intuition (based in Toronto) and Type 2 Consulting (based in New York). He is co-author of the ICA report ""Measuring and Valuing Brand Equity"", and his articles on the role of brand in business have appeared in the Harvard Business Review, Sloan Management Review, and The Wall Street Journal.
"About the title" may belong to another edition of this title.
Kennys Bookstore
Olney, MD, U.S.A.
AbeBooks seller since October 9, 2009
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