Profitable Marketing Communications: A Guide to Marketing Return on Investment - Hardcover

Young, Antony; Aitken, Lucy

3.12

8 ratings by Goodreads

9780749449421: Profitable Marketing Communications: A Guide to Marketing Return on Investment

Hardcover

ISBN 10: 074944942X ISBN 13: 9780749449421

Publisher: Kogan Page, 2007

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Many companies still see marketing as a cost, not an investment, and it tops the list of types of expenditure most likely to go in a downturn. According to proven business strategist Antony Young, marketing is about creating positive value for a business or brand by demonstrating cost versus return. Young and co-author Lucy Aitken propose a radical change in marketing philosophy to an investment-led approach whose focus is value, not cost. The book introduces investment disciplines and strategies to marketing practices and gives insight into how marketers have delivered outstanding marketing return on investment (ROI) for the companies. Finally, it provides a blueprint to maximize the returns from marketing communications.

Drawing from case studies and their own experience, the authors show how marketing can work as part of a wider business strategy and prove that marketing can give customers, staff and shareholders good reason to stay loyal to companies.

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About the Author:

Antony Young is President of Optimedia US and has worked with Sony, Coca-Cola, HSBC, Nokia, Procter & Gamble and Toyota. He managed the merger of ZenithOptimedia UK, and as CEO he led a radical repositioning of the agency to become "The ROI Agency." He launched Zenith in Asia, establishing the region's first group agency media specialist.

Review:

"Demystifies marketing communications and explains how it can bring tangible financial results to the bottom line." -- Journal of Economic Literature

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