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" Profitable marketing communications : "
Antony Young & Lucy Aitken.
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BL
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| Record Number
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945973
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| Doc. No
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b700343
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| Main Entry
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Young, Antony,1964-
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| Title & Author
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Profitable marketing communications : : a guide to marketing return on investment /\ Antony Young Lucy Aitken.
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| Publication Statement
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London ;Philadelphia :: Kogan Page Ltd.,, [2007].
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, ©2007
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| Page. NO
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1 online resource (xii, 212 pages)
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| ISBN
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0749451424
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: 1280869623
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: 9780749451424
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: 9781280869624
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074944942X
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6610869626
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9780749449421
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9786610869626
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| Bibliographies/Indexes
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Includes bibliographical references (pages 203-207) and index.
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| Contents
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A need for a new marketing model -- A change in philosophy -- Our marketing ROI stars -- Invest, don't spend -- Concentrate on outcomes, not outputs -- Forget consumers, target customers -- Manage your communication investment portfolio -- Differentiate any way you can -- Engagement and experience are the new 30-second ads -- Apply a 'focus investing' approach -- Establish a measurement culture -- Leverage your employee capital -- Is your organization marketing ROI-fit?
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| Abstract
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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 market.
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| Subject
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Capital investments-- Evaluation.
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Marketing-- Management.
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Profit.
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Rate of return.
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BUSINESS ECONOMICS-- Distribution.
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BUSINESS ECONOMICS-- Marketing-- General.
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Capital investments-- Evaluation.
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Marketing-- Management.
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Profit.
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Rate of return.
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| Dewey Classification
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658.8
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| LC Classification
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HF5415.13.Y69 2007eb
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| Added Entry
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Aitken, Lucy
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