Profitable Marketing Communications
Antony Young · 2007
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About the book
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. 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.
Book details
- Year
- 2007
- Language
- English
- Publisher
- Kogan Page Publishers
- Editions
- 1
- ISBN
- 9780749451424
Data source: Wikidata
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