Profitable marketing communications : a guide to marketing return on investment
Young, Antony, 1964-2007
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The authors explain that marketing is about creating positive value for a business or brand through demonstrating cost versus return. They 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.
Main title:
Profitable marketing communications : a guide to marketing return on investment / Antony Young & Lucy Aitken.
Author:
Imprint:
London : Kogan Page, 2007.
Collation:
xii, 212 p. ; 25 cm.
Notes:
Includes bibliographical references (p. 205-208) and index.
ISBN:
9780749449421 (hbk)
Dewey class:
658.802
Language:
English
Subject:
BRN:
659689
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Total copies: 1