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.In 1991, just three years after it had unveiled its first-ever vehicle at auto shows around the world, Lexus had become the ... idea of launching the Scion brand, but instead decided to downplay Toyota and flag up the name of the car itself, Aygo.
|Title||:||Profitable Marketing Communications|
|Author||:||Antony Young, Lucy Aitken|
|Publisher||:||Kogan Page Publishers - 2007|