Profitable Marketing Communications: A Guide to Marketing Return On Investment

  • 4h 3m
  • Anthony Young, Lucy Aitken
  • Kogan Page
  • 2007

According to proven business strategist Antony Young, marketing is about creating positive value for a business or brand through demonstrating cost versus return. The authors propose a new marketing model to help business-owners, CEOs, CFOs, and marketing professionals apply an investment-led approach where the focus is value, not cost. The book introduces investment disciplines and strategies to marketing practices as well as insight into how marketers have delivered outstanding marketing return on investment for the companies. Finally, it provides a blueprint to maximize the returns from marketing communications.

In this Book

  • Profitable Marketing Communications—A Guide to Marketing Return On Investment
  • Foreword
  • A Need For a New Marketing Model
  • A Change In Philosophy
  • Our Marketing ROI Stars— Learning from Signature Marketers
  • Invest, Don’t Spend—Applying Investment Disciplines to Marketing Budgets
  • 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? How Marketing Organizations and Marketing Service Agencies Can Realize a Marketing ROI Agenda
  • References
  • Further Reading
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