Profitable Marketing Communications: A Guide to Marketing Return on Investment - Hardcover

Young, Antony; Aitken, Lucy

Hardcover

ISBN 10: 074944942X ISBN 13: 9780749449421

Verlag: Kogan Page Ltd, 2007

Inhaltsangabe

<div><div><p style="MARGIN: 0in 0in 0pt">Many companies still see marketing as a cost, not an investment, and it tops the list of types of expenditure most likely to go in a downturn. According to proven business strategist Antony Young, marketing is about creating positive value for a business or brand by demonstrating cost versus return.&#160; Young and co-author Lucy Aitken propose a radical change in marketing philosophy to an investment-led approach whose focus is value, not cost. &#160;The book introduces investment disciplines and strategies to marketing practices and gives insight into how marketers have delivered outstanding marketing return on investment (ROI) for the companies. Finally, it provides a blueprint to maximize the returns from marketing communications.</p><p style="MARGIN: 0in 0in 0pt">&#160;</p><p style="MARGIN: 0in 0in 0pt">Drawing from case studies and their own experience, the authors show how marketing can work as part of a wider business strategy and prove that marketing can give customers, staff and shareholders good reason to stay loyal to companies.</p></div></div>

Über diesen Titel

Über die Autorinnen und Autoren

Antony Young is President, Optimedia US. Antony has worked globally on brands including Sony, Coca-Cola, HSBC, Nokia, Procter & Gamble and Toyota. He launched Zenith in Asia, establishing the region's first group agency media specialist. Under his leadership, Zenith became China's top agency, twice winning Media Agency of the Year and claiming the region's first ever Cannes Media Gold Lion.

Lucy Aitken is a freelance journalist and writer. She was previously a commissioning editor of Campaign and Media & Marketing Europe.

Details zur Ausgabe

• Verlag: Kogan Page Ltd
• Erscheinungsdatum: 2007
• Sprache: Englisch
• ISBN 10: 074944942X
• ISBN 13: 9780749449421
• Einband: Gebundene Ausgabe
• Anzahl der Seiten: 212
• Kontakt zum Hersteller: Nicht verfügbar
• Verantwortliche Person: Nicht verfügbar