Vulcans, Earthlings and Marketing ROI (BOK)

David Rutherford

349,00 34900
Sendes vanligvis innen 5-15 dager
Co-published with the Institute of Communication Agencies. Every few years, business is galvanised by a new concept. Accountability is the latest idea in the spotlight. It's a huge topic, and in the broadest sense embraces ethics, corporate governance, and all the issues spawned by the recent spate of business scandals. This book deals with a more pragmatic aspect: the accountability behind the question "Are our investments in marketing and advertising sensible and successful, short and long term, from a business point of view?" In Part 1 the authors establish that finance, marketing, and advertising share common ground in the value of brands. Part 2 reviews the evidence for the business impact of marketing and advertising, summarising key research and practical experience. Part 3 outlines what it takes to build an accountability culture and profiles some techniques that are useful for framing and measuring the business impact of marketing and advertising investment. The book is intended for anyone with an interest in accountability as it applies to short- and long-term marketing effort.

Produktfakta

Språk Engelsk Engelsk Innbinding Heftet
Utgitt 2007 Forfatter David Rutherford
Forlag
GAZELLE BOOK SERVICES
ISBN 9781554580316
Antall sider 155 Dimensjoner 23cm x 15,5cm x 1,3cm
Vekt 272 gram Leverandør Bertram Trading Ltd