Profitable Marketing Communications: A Guide to Marketing Return on Investment

Many companies still see marketing as a cost, not an investment, and it tops the list of types of expenditure most likely to go in a downturn. According to proven business strategist Antony Young, marketing is about creating positive value for a business or brand by demonstrating cost versus return. Young and co-author Lucy Aitken propose a radical change in marketing philosophy to an investment-led approach whose focus is value, not cost. The book introduces investment disciplines and strategies to marketing practices and gives insight into how marketers have delivered outstanding marketing return on investment (ROI) for the companies. Finally, it provides a blueprint to maximize the returns from marketing communications.

Drawing from case studies and their own experience, the authors show how marketing can work as part of a wider business strategy and prove that marketing can give customers, staff and shareholders good reason to stay loyal to companies.