Profitable Marketing Communications
A Guide to Marketing Return on Investment
by Antony Young and Lucy Aitken
"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 demonstrating cost versus return. Young and co-author Lucy Aitken propose a radical change in marketing philosophy to an investment-led approach with a focus on 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. Finally, it provides a blueprint to maximize the returns from marketing communications"--Publisher description.
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| Edition | Availability |
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1
Profitable Marketing Communications: a Guide to Marketing Return on Investment
2010, Kogan Page, Limited
in English
1280869623 9781280869624
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2
Profitable Marketing Communications: A Guide to Marketing Return on Investment
May 1, 2007, Kogan Page
Hardcover
in English
074944942X 9780749449421
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Book Details
First Sentence
"In June 2006, United Airlines announced a restructure that included a $60 million cut in marketing and advertising."
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