Profitable Marketing Communications: A Guide to Marketing Return on Investment

by Antony Young and Lucy Aitken

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...

• Format: Hardcover
• Language: English
• ISBN: 074944942X
• ISBN13: 9780749449421
• Release Date: May 2007
• Publisher: Kogan Page
• Length: 212 Pages
• Weight: 1.14 lbs.
• Dimensions: 0.8" x 6.3" x 9.5"