Synopsis
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. Young and co-author Lucy Aitken propose a radical change in marketing philosophy to an investment-led approach whose focus is value, not cost. 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.
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.
"synopsis" may belong to another edition of this title.
About the Authors
Antony Young is President of Optimedia US and has worked with Sony, Coca-Cola, HSBC, Nokia, Procter & Gamble and Toyota. He managed the merger of ZenithOptimedia UK, and as CEO he led a radical repositioning of the agency to become "The ROI Agency." He launched Zenith in Asia, establishing the region's first group agency media specialist.
Lucy Aitken is a freelance journalist and writer. She was editor of Campaign, the premier UK magazine for advertising, marketing, media, and PR.
"About this title" may belong to another edition of this title.
Search results for Profitable Marketing Communications: A Guide to Marketing...
Stock Image
Profitable Marketing Communications : A Guide to Marketing Return on Investment
Seller: Better World Books Ltd, Dunfermline, United Kingdom
Seller rating 5 out of 5 stars
Condition: Very Good. n. Former library copy. Pages intact with possible writing/highlighting. Binding strong with minor wear. Dust jackets/supplements may not be included. Includes library markings. Stock photo provided. Product includes identifying sticker. Better World Books: Buy Books. Do Good. Seller Inventory # GRP96022080
Buy Used
US$ 7.37
US$ 6.68 shipping
Ships from United Kingdom to U.S.A.
Ships from United Kingdom to U.S.A.
Quantity: 1 available
Stock Image
Profitable Marketing Communications: A Guide to Marketing Return on Investment
Seller: HPB-Ruby, Dallas, TX, U.S.A.
Seller rating 5 out of 5 stars
hardcover. Condition: Very Good. Connecting readers with great books since 1972! Used books may not include companion materials, and may have some shelf wear or limited writing. We ship orders daily and Customer Service is our top priority! Seller Inventory # S_442815578
Stock Image
Profitable Marketing Communications : A Guide to Marketing Return on Investment
Seller: Better World Books: West, Reno, NV, U.S.A.
Seller rating 5 out of 5 stars
Condition: Very Good. n. Pages intact with possible writing/highlighting. Binding strong with minor wear. Dust jackets/supplements may not be included. Stock photo provided. Product includes identifying sticker. Better World Books: Buy Books. Do Good. Seller Inventory # GRP73782050
Stock Image
Profitable Marketing Communications : A Guide to Marketing Return on Investment
Seller: Better World Books, Mishawaka, IN, U.S.A.
Seller rating 5 out of 5 stars
Condition: Very Good. n. Former library copy. Pages intact with possible writing/highlighting. Binding strong with minor wear. Dust jackets/supplements may not be included. Includes library markings. Stock photo provided. Product includes identifying sticker. Better World Books: Buy Books. Do Good. Seller Inventory # GRP96022080
Stock Image
Profitable Marketing Communications: A Guide to Marketing Return on Investment
Seller: ThriftBooks-Atlanta, AUSTELL, GA, U.S.A.
Seller rating 5 out of 5 stars
Hardcover. Condition: As New. No Jacket. Pages are clean and are not marred by notes or folds of any kind. ~ ThriftBooks: Read More, Spend Less. Seller Inventory # G074944942XI2N00
Stock Image
Profitable Marketing Communications: A Guide to Marketing Return on Investment
Seller: HPB Inc., Dallas, TX, U.S.A.
Seller rating 5 out of 5 stars
hardcover. Condition: Very Good. Connecting readers with great books since 1972! Used books may not include companion materials, and may have some shelf wear or limited writing. We ship orders daily and Customer Service is our top priority! Seller Inventory # S_456807475
Stock Image
Profitable Marketing Communications: A Guide to Marketing Return on Investment
Published by
Kogan Page Ltd, LA Vergne, Tennessee, U.S.A., 2007
ISBN 10: 074944942X
ISBN 13: 9780749449421
Used
Hardcover
Seller: Second Site Books, Chicago, IL, U.S.A.
Seller rating 5 out of 5 stars
Hardcover. Condition: As New. Dust Jacket Condition: As New. 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. Seller Inventory # 000812
Stock Image
Profitable Marketing Communications: A Guide to Marketing Return on Investment
Seller: elizabeth's books, Middleburg, FL, U.S.A.
Seller rating 4 out of 5 stars
hardcover. Condition: Very Good. Dust Jacket Condition: very good. 2007 hardcover with jacket. clean. Seller Inventory # 230719003
Stock Image
Profitable Marketing Communications: A Guide to Marketing Return on Investment
Seller: Anybook.com, Lincoln, United Kingdom
Seller rating 5 out of 5 stars
Condition: Good. This is an ex-library book and may have the usual library/used-book markings inside.This book has hardback covers. Clean from markings. In good all round condition. Dust jacket in good condition. Please note the Image in this listing is a stock photo and may not match the covers of the actual item,600grams, ISBN:9780749449421. Seller Inventory # 9936306
Buy Used
US$ 16.37
US$ 17.89 shipping
Ships from United Kingdom to U.S.A.
Ships from United Kingdom to U.S.A.
Quantity: 1 available
Stock Image
Profitable Marketing Communications: A Guide to Marketing Return on Investment
Seller: Goodbooks-Wien, Schleinbach, AT, Austria
Seller rating 4 out of 5 stars
Hardcover. Condition: Gut. Hardcover, Schutzumschlag gebrauchsspurig/ansonsten sehr guter Zustand, Kogan Page 2007, Versand weltweit / international shipping. Seller Inventory # a26-110414-2y-9
Buy Used
US$ 10.76
US$ 84.18 shipping
Ships from Austria to U.S.A.
Ships from Austria to U.S.A.
Quantity: 1 available