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Profitable Marketing Communications: a Guide to Marketing Return on Investment

Profitable Marketing Communications: a Guide to Marketing Return on Investment( )
Author: Young, Anthony
Aitken, Lucy
Young, Antony
ISBN:978-1-280-86962-4
Publication Date:Feb 2010
Publisher:Kogan Page, Limited
Book Format:Ebook
List Price:USD $79.90
Book Description:

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...
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Book Details
Pages:212



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