Overview

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.

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9780749449421

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Reviews

effectively covers the changing marketplace and people's growing immunity to mass marketing, combined with many case studies of what effective roi could look like. waterstones business newsletter shows marketers how to create positive value for a business or brand, and prove marketing as a crucial investment rather than an excessive cost. publishing news demonstrates that an investment-led approach to marketing communications can have a huge impact on company performance ... demystifies marketing communications and explains how it can bring tangible financial results to the bottom line. is opportunities some excellent examples. enfield enterprise agency young argues the need for a focused approach that recognizes marketing communication budgets as investments rather than costs...young and aitken offers a straightforward and persuasive case for their approach. argent in our manifesto for marketing we say that: marketers must take responsibility for the profitable growth of business...measuring and articulating the value created. this book will help marketers understand how to put the emphasis on the key outcomes of their marketing communications-rather than the output. hugh burkitt, chief executive, marketing society (uk)

Author Information

Antony Young is President, Optimedia US. Antony has worked globally on brands including Sony, Coca-Cola, HSBC, Nokia, Procter & Gamble and Toyota. He launched Zenith in Asia, establishing the region's first group agency media specialist. Under his leadership, Zenith became China's top agency, twice winning Media Agency of the Year and claiming the region's first ever Cannes Media Gold Lion. Lucy Aitken is a freelance journalist and writer. She was previously a commissioning editor of Campaign and Media & Marketing Europe.

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