"Effectively covers the changing marketplace and people's growing immunity to mass marketing, combined with many case studies of what effective ROI could look like." Waterstones Business Newsletter "Shows marketers how to create positive value for a business or brand, and prove marketing as a crucial investment rather than an excessive cost." Publishing News "Demonstrates that an investment-led approach to marketing communications can have a huge impact on company performance ... demystifies marketing communications and explains how it can bring tangible financial results to the bottom line." IS Opportunities "Some excellent examples." Enfield Enterprise Agency "Young argues the need for a focused approach that recognizes marketing communication budgets as investments rather than costs...Young and Aitken offers a straightforward and persuasive case for their approach." Argent "In our Manifesto for Marketing we say that: marketers must take responsibility for the profitable growth of business...measuring and articulating the value created. This book will help marketers understand how to put the emphasis on the key outcomes of their marketing communications-rather than the output." Hugh Burkitt, Chief Executive, Marketing Society (UK)From the Publisher:
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.
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Descripción Estado de conservación: Brand New. Book Condition: Brand New. Nº de ref. de la librería 97807494494211.0
Descripción Kogan Page, 2007. Hardcover. Estado de conservación: New. Nº de ref. de la librería P11074944942X
Descripción 2007. Hardcover. Estado de conservación: New. 161mm x 19mm x 240mm. Hardcover. Many companies still see marketing as a cost, not an investment. According to proven business strategist Antony Young, marketing creates positive value for a business or brand.Shipping may be from our Sydney, NSW warehouse or from our UK or US warehouse, depending on stock availability. 212 pages. 0.517. Nº de ref. de la librería 9780749449421
Descripción Kogan Page, 2007. Hardcover. Estado de conservación: New. Nº de ref. de la librería DADAX074944942X
Descripción 2007. Hardcover. Estado de conservación: New. 161mm x 19mm x 240mm. Hardcover. Many companies still see marketing as a cost, not an investment. According to proven business strategist Antony Young, marketing creates positive value for a business or brand by demonstra.Shipping may be from multiple locations in the US or from the UK, depending on stock availability. 212 pages. 0.517. Nº de ref. de la librería 9780749449421
Descripción Kogan Page, 2007. Hardcover. Estado de conservación: New. book. Nº de ref. de la librería 074944942X
Descripción Kogan Page, 2007. Estado de conservación: New. Brand New, Unread Copy in Perfect Condition. A+ Customer Service! Summary: 1. A need for a new marketing model How it used to be. The declining effectiveness of mass advertising The changing consumer Increased pressure on corporate profitability Growing pains The impact of interactivity The implications What this book sets out to do 2. A change in philosophy What is Marketing ROI? Studying the market Why Marketing ROI is difficult to achieve How should marketers respond ? 3. Our Marketing ROI stars Toyota Motor Corporation: driving in top gear P&G: a soap opera with a happy ending O2: How a 17.7 billion brand was born British Airways: dealing with turbulence Impossible is nothing. 4. Invest, don't spend The ICE checklist Decide whether you need to invest in marketing Marketing an alternative to acquisition The ladder of insight Our eight investor tips to profitable marketing communications Use these tools. 5. Concentrate on outcomes, not outputs Output obsessions Outputs that drive the wrong marketing What's the difference between an outcome and an output? Creating a Marketing ROI culture Setting the right metrics Useful metrics Turning metrics into objectives Targeting the right outcome How to focus on outcome-led marketing Reassuringly effective 6. Forget consumers, target customers The three deadly sins. Profit (Marketing ROI) comes from loyal customers Profit (Marketing ROI) = loyal customers Customer satisfaction = customer retention Customer equity Segmenting by customer profitability Customer retention helps acquisition Consumer packaged goods The power of empathy Bespoke media Use the technology to guide smart investments 7. Manage your communication investment portfolio Your marketing communication portfolio Embracing risk A different approach The integration challenge Growth of alternative channels to advertising Payback time Making the right investment decisions Touchpoints ROI Tracker A central organizing communication idea Determining the channel mix broadly based on ROI measures Leveraging synergies: development Leveraging synergies: execution A final thought. 8. Differentiate any way you can Value versus price How to differentiate your brand Avoid commoditization When not to differentiate. Editing consumer choice 9. Engagement and experience are the new 30-second ads The magic of mavens Invest in inspiration Experience, not possessions Starbucks: creating the coffee experience Nike: Just Doing It Hewlett-Packard: creating HyPe Axe: man's best friend Encouraging consumers to participate 'In the flesh' appearances. Nº de ref. de la librería ABE_book_new_074944942X
Descripción 2007. Hardback. Estado de conservación: New. 1. 13.4 x 21.6 cm. Hardback. Nº de ref. de la librería MM-48045512