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01957cam a2200397 a 4500 001 AC81C0F62B0F11DEAA7E7608A8D7520A 005 200904170021.0 008 061130s2007 enk b 001 0 eng 010 $a 2006039729 020 $a 9780749449421 020 $a 074944942X 035 $a (OCoLC)75713618 040 $a DLC $c DLC $d SILO $d BAKER $d BTCTA $d BWKUK $d YDXCP $d IWA $d SILO 050 00 $a HF5415.13 $b .Y69 2007 082 00 $a 658.8 $2 22 100 1 $a Young, Antony, $d 1964- 245 1 $a Profitable marketing communications : $b a guide to marketing return on investment / $c Antony Young & Lucy Aitken. 260 $a Philadelphia : $a Philadelphia : $b Kogan Page Ltd, $c 2007. 300 $a xii, 212 p. ; $c 24 cm. 504 $a Includes bibliographical references (p. [203]-207) and index. 505 0 $a 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? 650 0 $a Marketing $x Management. 650 0 $a Capital investments $x Evaluation. 650 0 $a Rate of return. 650 0 $a Profit. 700 1 $a Aitken, Lucy. 856 41 $3 Table of contents only $u http://www.loc.gov/catdir/toc/ecip075/2006039729.html 856 42 $3 Publisher description $u http://www.loc.gov/catdir/enhancements/fy0728/2006039729-d.html 939 $a 5814336 941 $a 4 952 $l PLAX964 $d 20230718084041.0 952 $l USUX851 $d 20160823084451.0 956 $a http://locator.silo.lib.ia.us/search.cgi?index_0=id&term_0=AC81C0F62B0F11DEAA7E7608A8D7520A 994 $a 02 $b IWA 952 $l OMAX631 $d 20090701080000.0 952 $l UNUX074 $d 20090701080000.0Initiate Another SILO Locator Search