- Explains the importance for marketers of showing return on investment (ROI)
- Case studies examine the successful strategies adopted by Toyota, Procter & Gamble, British Airways and O2
- Identifies new areas of opportunity: by 2008 ZenithOptimedia predicts that 25% of total growth in ad spend will come from Brazil, China, India, Indonesia and Russia
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 examine the successful strategies adopted by Toyota, Procter & Gamble, British Airways and O2
- Identifies new areas of opportunity: by 2008 ZenithOptimedia predicts that 25% of total growth in ad spend will come from Brazil, China, India, Indonesia and Russia
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.