The KCAU Library

Menu

Image from Google Jackets

Profitable marketing communications : a guide to marketing return on investment / Antony Young & Lucy Aitken.

By: Contributor(s): Material type: TextTextPublication details: London ; Philadelphia : Kogan Page Ltd, 2007.Description: xii, 212 p. ; 24 cmISBN:
  • 9780749451561
  • 0749451564
Subject(s): DDC classification:
  • 658.8 22
LOC classification:
  • HF5415.13 .Y69 2007
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 communication investment portfolio -- Differentiate any way you can -- Engagement and experience are the new 30-second ads -- Apply a 'focus investing' approach -- Establish a measurement culture -- Leverage your employee capital -- Is your organization marketing ROI-fit?
Reviews from LibraryThing.com:
Tags from this library: No tags from this library for this title. Log in to add tags.
Holdings
Item type Current library Collection Call number Vol info Status Date due Barcode
Main Long Main Long Martin Oduor-Otieno Library This item is located on the library first floor Non-fiction HF5415.13 .Y69 2007 (Browse shelf(Opens below)) 15132/08 Available Z00010022
Main Long Main Long Martin Oduor-Otieno Library This item is located on the library first floor Non-fiction HF5415.13 .Y69 2007 (Browse shelf(Opens below)) 15608/08 Available Z00010519

Includes bibliographical references and index.

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 communication investment portfolio -- Differentiate any way you can -- Engagement and experience are the new 30-second ads -- Apply a 'focus investing' approach -- Establish a measurement culture -- Leverage your employee capital -- Is your organization marketing ROI-fit?

There are no comments on this title.

to post a comment.
KCAU Library,
KCA University ,
Thika Road Ruaraka
P. O. Box 56808 – 00200 Nairobi, Kenya

More Links

More Links

Powered by Koha