TY  - BOOK
AU  - Young,Antony
AU  - Aitken,Lucy
TI  - Profitable marketing communications: a guide to marketing return on investment 
SN  - 9780749451561
AV  - HF5415.13 .Y69 2007
U1  - 658.8 22
PY  - 2007///
CY  - London, Philadelphia
PB  - Kogan Page Ltd
KW  - Marketing
KW  - Management
KW  - Capital investments
KW  - Evaluation
KW  - Rate of return
KW  - Profit
N1  - Includes bibliographical references and index; 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?
ER  -