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Profitable Marketing Communications: A Guide to Marketing Return on Investment
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ISBN
:
9780749451561
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Publisher
:
Kogan Page Limited
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Subject
:
Business & Management
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Binding
:
Paperback
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Pages
:
224
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Year
:
2007
₹
325.0
₹
325.0
325.0
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Description
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 widerbusiness strategy and prove that marketing can give customers, staff and shareholders good reason to stay loyal to companies. About The Author Antony Young is President of optimedia International in the United States, a media agency that specializes in integrated marketing communications strategies. Antony has had a truly international career with Zenith Optimedia Group that includes launching the china company, heading the Asia regional operations and being CEO of its UK group before taking up his current position. He has worked globally on brands including Sony, Coca Cola, Mc Donald’s HSBC, Procter & Gamble, Toyota and Nokia. He also co- founded a digital marketing company. Lucy Aitken is a freelance writer specializing in media and marketing. She was previously editor of Campaign and Media & Marketing Europe. Table of 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 communications investment portfolio Difference any way you can Apply a ‘focus investing’ approach Establish a measurement culture Leverage your employee capital Is your organisation Marketing ROI- fit.
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