Co-published with the Institute of Communication Agencies
Every few years, business is galvanized by a new concept. Accountability is the latest idea in the spotlight. It’s a huge topic, and in the broadest sense embraces ethics, corporate governance, and all the issues spawned by the recent spate of business scandals. Vulcans, Earthlings and Marketing ROI deals with a more pragmatic aspect: the accountability behind the question “Are our investments in marketing and advertising sensible and successful, short and long term, from a business point of view?”
In Part 1 the authors establish that finance, marketing, and advertising share common ground in the value of brands. Part 2 reviews the evidence for the business impact of marketing and advertising, summarizing key research and practical experience. Part 3 outlines what it takes to build an accountability culture and profiles some techniques that are useful for framing and measuring the business impact of marketing and advertising investment. The book is intended for anyone with an interest in accountability as it applies to short- and long-term marketing effort.
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EUR 3,74
In U.S.A.
Descrizione libro Paperback. Condizione: new. New. Fast Shipping and good customer service. Codice articolo Holz_New_1554580315
Descrizione libro Soft Cover. Condizione: new. Codice articolo 9781554580316
Descrizione libro Paperback or Softback. Condizione: New. Vulcans, Earthlings and Marketing ROI: Getting Finance, Marketing and Advertising Onto the Same Planet 0.6. Book. Codice articolo BBS-9781554580316
Descrizione libro Condizione: New. Codice articolo ABLIING23Mar2811580049633
Descrizione libro Paperback. Condizione: Brand New. 155 pages. 8.75x6.00x0.75 inches. In Stock. Codice articolo x-1554580315
Descrizione libro Condizione: New. New. In shrink wrap. Looks like an interesting title! 0.55. Codice articolo Q-1554580315
Descrizione libro Condizione: New. Über den AutorrnrnDavid Rutherford is a consultant, specializing in marketing, advertising, and business writing. He is also the long-standing editor for the CASSIES, the annual awards show for advertising that proves business-bui. Codice articolo 904300663
Descrizione libro Condizione: New. 2007. Paperback. Establishes that finance, marketing, and advertising share common ground in the value of brands. This book reviews the evidence for the business impact of marketing and advertising, summarizing key research and practical experience. Num Pages: 174 pages, tables & charts. BIC Classification: KJ. Category: (P) Professional & Vocational. Dimension: 227 x 154 x 11. Weight in Grams: 272. . . . . . Books ship from the US and Ireland. Codice articolo V9781554580316
Descrizione libro Paperback. Condizione: new. Paperback. Co-published with the Institute of Communication Agencies. Every few years, business is galvanized by a new concept. Accountability is the latest idea in the spotlight. It's a huge topic, and in the broadest sense embraces ethics, corporate governance, and all the issues spawned by the recent spate of business scandals. Vulcans, Earthlings and Marketing ROI deals with a more pragmatic aspect: the accountability behind the question ""Are our investments in marketing and advertising sensible and successful, short and long term, from a business point of view?"" In Part 1 the authors establish that finance, marketing, and advertising share common ground in the value of brands. Part 2 reviews the evidence for the business impact of marketing and advertising, summarizing key research and practical experience. Part 3 outlines what it takes to build an accountability culture and profiles some techniques that are useful for framing and measuring the business impact of marketing and advertising investment. The book is intended for anyone with an interest in accountability as it applies to short- and long-term marketing effort. Establishes that finance, marketing, and advertising share common ground in the value of brands. This book reviews the evidence for the business impact of marketing and advertising, summarizing key research and practical experience. Shipping may be from our UK warehouse or from our Australian or US warehouses, depending on stock availability. Codice articolo 9781554580316
Descrizione libro Condizione: New. 2007. Paperback. Establishes that finance, marketing, and advertising share common ground in the value of brands. This book reviews the evidence for the business impact of marketing and advertising, summarizing key research and practical experience. Num Pages: 174 pages, tables & charts. BIC Classification: KJ. Category: (P) Professional & Vocational. Dimension: 227 x 154 x 11. Weight in Grams: 272. . . . . . Codice articolo V9781554580316