Profitable Marketing Communications: A Guide to Marketing Return on Investment by Lucy Aitken, Antony Young (Hardback, 2007)

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A change in philosophy What is Marketing ROI?. Studying the market Why Marketing ROI is difficult to achieve How should marketers respond ?. Is your organization Marketing-ROI fit?. "Effectively covers the changing marketplace and people's growing immunity to mass marketing, combined with many case studies of what effective ROI could look like.".