Table of contents for Profitable marketing communications : a guide to marketing return on investment / Antony Young and Lucy Aitken.

Bibliographic record and links to related information available from the Library of Congress catalog.

Note: Contents data are machine generated based on pre-publication provided by the publisher. Contents may have variations from the printed book or be incomplete or contain other coding.


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Contents
Introduction: keeping me up at night
1 	A need for a new marketing model
2 	A change in philosophy
3 	Our marketing ROI stars
4 	Invest, don¿t spend
5 	Concentrate on outcomes, not outputs
6 	Forget consumers, target customers
7 	Manage your communications portfolio
8 	Differentiate any way you can
9 	Engagement and experience are the new 30-second ads
10 	Apply a ¿focus investing¿ approach
11 	Establish a measurement culture
12 	Leverage your employee capital
13 	Is your organization marketing-ROI fit?

Library of Congress Subject Headings for this publication:

Marketing -- Management.
Capital investments -- Evaluation.
Rate of return.
Profit.