Profitable Marketing Communications: A Guide to Marketing Return on Investment

Profitable Marketing Communications: A Guide to Marketing Return on Investment

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Cod produs/ISBN: 9780749449421

Disponibilitate: La comanda in aproximativ 4 saptamani

Editura: Kogan Page Ltd

Limba: Engleza

Nr. pagini: 208

Coperta: Hardback

Dimensiuni:

An aparitie: 2007

            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.


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An aparitie 2007
Autor Antony Young, Lucy Aitken
Editura Kogan Page Ltd
Format Hardback
Limba Engleza
Nr pag 208

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