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LEADER 02507cam 2200541 a 4500

001 ocm75713618;

003 OCoLC;

005 20141212002947.0;

008 061130s2007 enk b 001 0 eng ;

010 a| 2006039729;

015 a| GBA6943602| bnb;

016 7 a| 0135960842| Uk;

020 a| 074944942X;

020 a| 9780749449421;

029 1 a| YDXCPb| 100455116;

029 1 a| NLGGCb| 301417849;

029 1 a| AU@b| 000041117043;

035 a| (Sirsi) o75713618;

035 a| (OCoLC)75713618;

049 a| EREE;

050 00 a| HF5415.13b| .Y69 2007;

082 00 a| 658.82| 22;

084 a| 85.402| bcl;

100 1 a| Young, Antony,d| 1964-=| ^A769992;

245 10 a| Profitable marketing communications :b| a guide to marketing return on investment /c| Antony Young & Lucy Aitken.;

260 a| London ;a| Philadelphia :b| Kogan Page Ltd,c| 2007.;

300 a| xii, 212 pages ;c| 24 cm;

336 a| text2| rdacontent;

337 a| unmediated2| rdamedia;

338 a| volume2| rdacarrier;

504 a| Includes bibliographical references (p. [203]-207) and index.;

505 0 a| 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?;

650 0 a| Marketingx| Management.=| ^A20223;

650 0 a| Capital investmentsx| Evaluation.=| ^A111231;

650 0 a| Rate of return.=| ^A139608;

650 0 a| Profit.=| ^A32445;

700 1 a| Aitken, Lucy.=| ^A769993;

856 41 3| Table of contents onlyu| http://www.loc.gov/catdir/toc/ecip075/2006039729.html;

856 42 3| Publisher descriptionu| http://www.loc.gov/catdir/enhancements/fy0728/2006039729-d.html;

994 a| C0b| ERE;

938 a| Baker & Taylorb| BKTYc| 39.95d| 29.96i| 074944942Xn| 0006982914s| active;

938 a| Baker and Taylorb| BTCPn| 2006039729;

938 a| YBP Library Servicesb| YANKn| 100455116;

938 a| Blackwell Book Service UKb| BBUKn| L3749059c| 19.99;

596 a| 1;

998 a| 1350381;

999 a| HF5415.13 .Y69 2007w| LCc| 1i| 30372014382821d| 5/6/2009f| 3/27/2009g| 1l| JGESm| JOYNERp| $39.95r| Ys| Yt| JGESBKu| 3/20/2008x| BOOKz| JSTACKSo| .STAFF. 0;

Profitable marketing communications : a guide to marketing return on investment / Antony Young & Lucy Aitken.

Author/creator	Young, Antony, 1964-
Other author	Aitken, Lucy.
Format	Book
Publication Info	London ; Philadelphia : Kogan Page Ltd, 2007.
Description	xii, 212 pages ; 24 cm
Supplemental Content	Table of contents only
Supplemental Content	Publisher description
Subjects	Marketing--Management. Capital investments--Evaluation. Rate of return. Profit.

Contents	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?
Bibliography note	Includes bibliographical references (p. [203]-207) and index.
LCCN	2006039729
ISBN	074944942X
ISBN	9780749449421

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Library	Location	Call Number	Status	Item Actions
Joyner	General Stacks	HF5415.13 .Y69 2007	✔ Available	Place Hold

Profitable marketing communications : a guide to marketing return on investment / Antony Young & Lucy Aitken.

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