Profitable Marketing Communications

Profitable Marketing Communications

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Marketing is still seen by many companies as a cost, rather than an investment, and tops the list of types of expenditure most likely to go in a downturn. Profitable Marketing Communications explains that marketing is about creating positive value for a business or brand through demonstrating cost versus return. The authors 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. Profitable Marketing Communications introduces investment disciplines and strategies to marketing practices. It offers insight into how marketers have delivered outstanding marketing ROI for their companies. Finally, it provides a blueprint to maximize the returns from marketing communications. Case studies show how marketing works as part of a wider business strategy and prove that marketing can give customers, staff and shareholders good reason to stay loyal to companies.A Guide to Marketing Return on Investment Antony Young. Meanwhile its Corolla model, launched in 1996, is one of the best-selling cars of all time: 30 million Corollas have been made in the last 10 years. ... And the Scion, Toyotaa#39;s compact range targeting a youth market in the United States, was launched in 2004 as a means of targeting ... Since its introduction, Toyota has invested in non-traditional advertising to market it to young drivers, sponsoring events at nightclubs and sellinganbsp;...

Title:Profitable Marketing Communications
Author:Antony Young
Publisher:Kogan Page Publishers - 2007-03-03


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