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| Author | : Antony Young |
| Publisher | : Kogan Page Publishers |
| Total Pages | : 236 |
| Release | : 2007 |
| Genre | : Business & Economics |
| ISBN | : 9780749449421 |
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 |
| Total Pages | : 225 |
| Release | : 2007-03-03 |
| Genre | : Business & Economics |
| ISBN | : 0749451424 |
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 | : Jan Rijkenberg |
| Publisher | : |
| Total Pages | : 120 |
| Release | : 2001 |
| Genre | : Brand name products |
| ISBN | : 9781841160900 |
| Author | : Cathy Ace |
| Publisher | : Routledge |
| Total Pages | : 224 |
| Release | : 2012-06-14 |
| Genre | : Business & Economics |
| ISBN | : 1136361251 |
'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 |
| Total Pages | : 285 |
| Release | : 2010-05-13 |
| Genre | : Business & Economics |
| ISBN | : 0470619856 |
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 | : Micael Dahlen |
| Publisher | : John Wiley & Sons |
| Total Pages | : 613 |
| Release | : 2009-12-21 |
| Genre | : Business & Economics |
| ISBN | : 0470319925 |
Marketing Communications: A Brand Narrative Approach is a mainstream, student-driven text which gives prominence to the driving force of all Marketing Communications: the imperative of Branding. The book aims to engage students in an entertaining, informative way, setting the conceptual mechanics of Marketing Communications in a contemporary, dynamic context. It includes key current trends such as: Brand narrative approach - Cases such as Dove, Harley-Davidson, Nike and World of War Craft feature real-life, salient examples which are engaging for students and reflect the growth of co-authored brand ‘stories’ to help build and maintain brands by customer engagement through meaningful dialogues. Media neutral/multi-media approach - This text has a sound exploration of online and offline synergy combining one-message delivery and multi-media exposures, through examples of companies and political campaigns using ‘non-traditional’ media to reach groups not locking into ‘normal channels’. This brand new text features an impressive mixture of real-life brand case studies underpinned with recent academic research and market place dynamics. The format is structured into three sections covering analysis, planning and implementation and control of Marketing Communications. Using full colour examples of brands, and student-friendly diagrams, the book acknowledges that the modern student learns visually as well as through text. ***COMPANION WEBSITE - www.marketing-comms.com ***
| Author | : John R. Rossiter |
| Publisher | : Prentice Hall |
| Total Pages | : 500 |
| Release | : 2005 |
| Genre | : Business & Economics |
| ISBN | : 9781741032697 |
Draws from both academic literature and applied literature and from Europe and Australasia as well as the USA. Covers all contemporary forms of marcoms - brand advertising and direct-response advertising, sales promotion, corporate image advertising and more. Rossiter from Uni of Wollongong, NSW and Bellman from Uni of W.A..
| Author | : Thomas R. Duncan |
| Publisher | : Irwin Professional Publishing |
| Total Pages | : 314 |
| Release | : 1997 |
| Genre | : Business & Economics |
| ISBN | : |
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 |
| Total Pages | : 208 |
| Release | : 2004 |
| Genre | : Communication in marketing |
| ISBN | : 0415314216 |
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 | : Ted Hart |
| Publisher | : John Wiley & Sons |
| Total Pages | : 361 |
| Release | : 2005-03-25 |
| Genre | : Business & Economics |
| ISBN | : 0471716197 |
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.
