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Author: Antony Young Publisher: Kogan Page Publishers ISBN: 9780749449421 Category : Business & Economics Languages : en Pages : 236
Book Description
The authors propose a new marketing model to help business owners and marketing professionals apply an investment-led approach where the focus is value, not cost. This guide introduces investment disciplines and strategies to marketing practices.
Author: Antony Young Publisher: Kogan Page Publishers ISBN: 9780749449421 Category : Business & Economics Languages : en Pages : 236
Book Description
The authors propose a new marketing model to help business owners and marketing professionals apply an investment-led approach where the focus is value, not cost. This guide introduces investment disciplines and strategies to marketing practices.
Author: Antony Young Publisher: Kogan Page Publishers ISBN: 0749451424 Category : Business & Economics Languages : en Pages : 225
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 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 show how marketing works as part of a wider business strategy and prove that marketing can give customers, staff and shareholders good reason to stay loyal to companies.
Author: Cathy Ace Publisher: Routledge ISBN: 1136361251 Category : Business & Economics Languages : en Pages : 224
Book Description
'Successful Marketing Communications' is a comprehensive, introductory text that takes a very practical approach to the subject of marketing communications. The text clearly covers all of the marketing communications content from certificate to advanced level and is ideal for students who need to gain a practical insight into promotional planning and implementation. Written in plain English and with great web references throughout, the text offers truly practical insights into how to successfully find, brief and manage marketing communications service providers. The book is backed up by a companion website containing the most up-to-date resources and examples.
Author: Kivi Leroux Miller Publisher: John Wiley & Sons ISBN: 0470619856 Category : Business & Economics Languages : en Pages : 285
Book Description
A nonprofit's real-world survival guide and nitty-gritty how-to handbook This down-to-earth book shows how to hack through the bewildering jungle of marketing options and miles-long to-do lists to clear a marketing path that's right for your organization, no matter how understaffed or underfunded. You'll see how to shape a marketing program that starts from where you are now and grows with your organization, using smart and savvy communications techniques, both offline and online. Combining big-picture management and strategic decision-making with reader-friendly tips for implementing a marketing program day in and day out, this book provides a simple yet powerful framework for building support for your organization's mission and programs. Includes cost-effective strategies and proven tactics for nonprofits An ideal resource for thriving during challenging times Fast, friendly, and realistic advice to help you navigate the day-by-day demands of any nonprofit Written by one of the leading sources of how-to info and can-do inspiration for small and medium-sized nonprofit organizations, Kivi Leroux Miller is,among other things, a communication consultant and trainer, and president of EcoScribe Communications and Nonprofit Marketing Guide.com.
Author: Ted Hart Publisher: John Wiley & Sons ISBN: 0471716197 Category : Business & Economics Languages : en Pages : 361
Book Description
Nonprofit Internet Strategies offers every charitable organization the opportunity to analyze their options and select the appropriate strategy to integrate traditional marketing, communications, and fundraising practices with their online efforts. It is an excellent how-to guide--a practical manual for nonprofit staff written in non-technical language--prepared by experts in the field based on real-life experiences and case studies.
Author: Antony Young Publisher: Macmillan ISBN: 0230104746 Category : Business & Economics Languages : en Pages : 361
Book Description
From YouTube to Facebook to the iPhone, today’s media landscape offers more tools and platforms for the savvy marketer than ever before. And with this rapidly evolving technology come powerful ways to track what’s working, what’s not, and how to get the maximum impact for your brand in a shrinking economy. Media and brand expert Antony Young explores how today’s most innovative marketers are integrating the latest media tools into a comprehensive strategy to grow their brands and are getting unprecedented results. He explores: • the future of advertising in traditional media and how to judge the investment’s value in today’s results-driven marketing world • how to get the maximum impact out of digital media, including online searches, social media, and mobile phones • the importance of employing non-traditional media vehicles, such as marketing, PR, branded entertainment, and product placement.
Author: Thomas R. Duncan Publisher: Irwin Professional Publishing ISBN: Category : Business & Economics Languages : en Pages : 314
Book Description
As products, pricing and distribution fast become commodities, companies are discovering that managing brand relationships is the most effective way to increase brand equity.
Author: Philip J. Kitchen Publisher: Psychology Press ISBN: 0415314216 Category : Communication in marketing Languages : en Pages : 208
Book Description
This textbook is the first introductory primer on integrated marketing communications. It combines theory and practice to show students of marketing how different aspects of integrated marketing communications (IMC) work together. Setting the scene in which IMC has emerged, the authors explain each component of the promotional mix and go on to explain the process of functional integration. The text includes key case studies on companies, including Proctor and Gamble, NSPCC and Ardi, illustrating the practical side of IMC in addition to an introduction to the main theories at work. Including an additional Study Guide at the back, this book will be a valuable resource for students of marketing and marketing communications.
Author: Philip Kitchen Publisher: Routledge ISBN: 1134380844 Category : Business & Economics Languages : en Pages : 208
Book Description
This textbook is the first introductory primer on integrated marketing communications. It combines theory and practice to show students of marketing how different aspects of integrated marketing communications (IMC) work together. Setting the scene in which IMC has emerged, the authors explain each component of the promotional mix and go on to explain the process of functional integration. The text includes key case studies on companies, including Proctor and Gamble, NSPCC and Ardi, illustrating the practical side of IMC in addition to an introduction to the main theories at work. Including an additional Study Guide at the back, this book will be a valuable resource for students of marketing and marketing communications.
Author: Hans Ouwersloot Publisher: McGraw-Hill Education (UK) Limited ISBN: 9780077111205 Category : Brand name products Languages : en Pages : 0
Book Description
Everything communicates. Any action that a company takes will leave an impression on its consumers. "Integrated Marketing Communications" is about the coherent, consistent and clear use of a company's communication options. The text provides students with a solid understanding of all of the major marketing communication functions and media alternatives, and the processes for integrating these activities in the most effective and efficientway in order to develop long-term, profitable customer relationships that build brands and create brand equity
Author: Antony Young
Author: Antony Young
Author: Antony Young
Author: Cathy Ace
Author: Kivi Leroux Miller
Author: Ted Hart
Author: Antony Young
Author: Thomas R. Duncan
Author: Philip J. Kitchen
Author: Philip Kitchen
Author: Hans Ouwersloot