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Bibliographic Details

Title: Profitable Marketing Communications : A Guide to Marketing Return on Investment
Publisher: Kogan Page, Limited
Publication Date: 2007
Language: English
ISBN 10: 074944942X
ISBN 13: 9780749449421
Binding: Hardcover
Edition: n.
Condition: Very Good
Weight: 1.146 pounds

About this title

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.

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.

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Better World Books is a for-profit, socially conscious business and a global online bookseller that collects and sells new and used books online, matching each purchase with a book donation. Each sale generates funds for literacy and education initiatives in the U.S., the UK, and around the world. Since its launch in 2003, Better World Books has raised over $35 million for libraries and literacy, donated over 38 million books, and reused or recycled more than 475 million books.

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