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.
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.