Product category:
Marketing strategy and consultancy
News Release from: Kogan Page | Subject: Profitable Marketing Communications
Edited by the Marketingservicestalk Editorial
Team on 11 July 2007
New book demystifies marketing
communications
Profitable Marketing Communications, co-authored by Antony Young, President of Optimedia US, explains how marketing can bring tangible financial results to the bottom line.
Using new research and insights from marketers and brands that achieve outstanding profitability such as Toyota, Procter and Gamble, British Airways and O2, Profitable Marketing Communications, published by Kogan Page, 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
This article was originally published on Marketingservicestalk on 9 Jul 2007 at 8.00am (UK)
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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.
The book 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 maximising 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.
Co-author Antony Young is President of Optimedia US and has worked globally on brands including Sony, Coca-Cola, HSBC, Nokia, Procter and 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, co-author, is a freelance journalist and writer and was previously an editor with 'Campaign' and 'Media and Marketing Europe'.
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