Profitable Marketing Communications A Guide to Marketing Return on Investment

[!Front cover!] Profitable Marketing Communications A Guide to Marketing Return on Investment Antony Young & Lucy Aitken [!spine!] Profitable Marketing Communications Young & Aitken [!KP logo!] [!inside front flap!] Marketing is still seen by many companies as a cost, rather than an investment. Company boards have lost confidence in marketing, and many marketers have failed to demonstrate a clear line of sight between marketing and the bottom line. Profitable Marketing Communications demystifies marketing communications and explains how it can bring tangible financial results to the bottom line. It introduces investment disciplines and strategies to marketing practices, and offers insight into how marketers have delivered outstanding marketing ROI for their companies. It provides a blueprint for maximizing the returns from marketing communications. Key topics discussed include: the need for a new marketing model; what is marketing ROI?; creating a marketing ROI culture; setting the right metrics; how to focus on outcome-led marketing; customer satisfaction and loyalty; encouraging consumers to participate; applying a 'focus investing approach'; new product initiatives; introducing an ROI system. Using case studies of organizations such as Toyota, Procter & Gamble, British Airways and O2 this book demonstrates that an investment-led approach to marketing communications can have a huge impact on company performance. It shows how marketing works as part of a wider business strategy, and proves that marketing can give customers, staff and shareholders good reason to stay loyal to companies. [!inside back flap!] [!author pic.!] Antony Young is President of Optimedia International in the United States, a media agency that specializes in integrated marketing communication strategies. Antony has had a truly international career with ZenithOptimedia Group that includes launching the China company, heading the Asia regional operations and being CEO of its UK group before taking up his current position. He has worked globally on brands including Sony, Coca-Cola, McDonald's, HSBC, Procter & Gamble, Toyota and Nokia. He also co-founded a digital marketing company. [!author pic.!] Lucy Aitken is a freelance writer specializing in media and marketing. She was previously editor of Campaign and Media & Marketing Europe. [!back cover!] "Finding, recognizing and evaluating good ROI is one of the big marketing challenges for agencies and advertisers today. It is a challenge that businesses should set for their own marketing teams and this book tells you not only why, but how to get them to rise to the challenge." Philip Smith, Head of Content, Brand Republic "If 'maximizing ROI' requires information, tools and expertise, it is first and foremost a state-of-mind, an 'attitude'. I found this book not only a very well organized and documented discussion of the subject, but also an extremely powerful and reassuring expression of that attitude." Giovanni FabYoung, Antony is the author of 'Profitable Marketing Communications A Guide to Marketing Return on Investment', published 2007 under ISBN 9780749449421 and ISBN 074944942X.