Vulcans, earthlings and marketing ROI : getting finance, marketing and advertising onto the same planet

Vulcans, earthlings and marketing ROI : getting finance, marketing and advertising onto the same planet /

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Bibliographic Details
Online Access: Full text (MCPHS users only)
Main Author: Rutherford, David
Corporate Author: Institute of Communication Agencies
Other Authors: Knowles, Jonathan
Format: Electronic eBook
Language:English
Published: Waterloo, Ont. : Wilfrid Laurier University Press, 2008
Subjects:
Advertising > Rate of return.
Brand name products > Valuation.
Marketing > Finance.
Rate of return.
Computer network resources.
Local Note:ProQuest Ebook Central

MARC

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100 1 |a Rutherford, David. 
245 1 0 |a Vulcans, earthlings and marketing ROI :  |b getting finance, marketing and advertising onto the same planet /  |c David Rutherford and Jonathan Knowles. 
260 |a Waterloo, Ont. :  |b Wilfrid Laurier University Press,  |c ©2008. 
300 |a 1 online resource (xvi, 155 pages) :  |b illustrations 
336 |a text  |b txt  |2 rdacontent 
337 |a computer  |b c  |2 rdamedia 
338 |a online resource  |b cr  |2 rdacarrier 
500 |a Co-published by the Institute of Communication Agencies. 
504 |a Includes bibliographical references (pages 135-137) and index. 
505 0 |a ""Contents""; ""Foreword""; ""Preface""; ""Introduction""; ""Part 1. Finding Common Ground""; ""1.1 Accountability and ROI""; ""1.2 A Trilingual Story""; ""1.3 No Simple Answer""; ""1.4 What Business Are You In?""; ""1.5 Words, Words, Words""; ""1.6 The Two Meanings of Value""; ""1.7 Vulcans and Earthlings""; ""1.8 Agreeing What Brands Are""; ""1.9 Agreeing That Brands Are Valuable""; ""1.10 Brand Equityâ€?Marketing and Advertising Version""; ""1.11 Brand Equityâ€?Finance Version""; ""1.12 The Idea of Utilityâ€?Removing Some Myths""; ""1.13 The Idea of Intangible Assets"" 
505 8 |a ""1.14 Profit, Growth and Risk""""Part 2. Winning Hearts and Minds""; ""2.1 What Would Emerson Say?""; ""2.2 The Marketing Mindset""; ""2.3 The Brand Mindset""; ""2.4 Short- and Long-Term Roles""; ""2.5 Choosing amongst the Possibilities""; ""2.6 Advertising as Investment""; ""2.7 Advertisingâ€?s Impact on Profitability""; ""2.8 Advertisingâ€?s Long-Term Effect""; ""2.9 The Long Term, from Another Perspective""; ""2.10 The Erosive Effect of Not Advertising""; ""2.11 The Value of Marketing""; ""Part 3. Creating a Shared Accountability Culture""; ""3.1 The Need for Teamworkâ€?Led from the Top"" 
505 8 |a ""3.2 Measurability""""3.3 The “Now and Laterâ€? Mindset""; ""3.4 Defining the Causal Model""; ""3.5 The Sales Funnel Model""; ""3.6 The Brand Value Chain Model""; ""3.7 What to Measure""; ""3.8 Drilling Down""; ""3.9 Measuring Brand Equity""; ""3.10 Brand Valuationâ€?When to Do It""; ""3.11 Brand Valuationâ€?How to Do It""; ""3.12 Scorecards and Dashboards""; ""3.13 The Unisys Example""; ""3.14 Drawing the Strands Together""; ""3.15 A Final Word""; ""Useful Links""; ""Glossary""; ""A""; ""B""; ""C""; ""D""; ""E""; ""F""; ""G""; ""H""; ""I""; ""K""; ""L""; ""M""; ""N""; ""O""; ""P""; ""Q"" 
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588 0 |a Print version record. 
590 |a ProQuest Ebook Central  |b Ebook Central College Complete 
650 0 |a Advertising  |x Rate of return. 
650 0 |a Brand name products  |x Valuation. 
650 0 |a Marketing  |x Finance. 
650 0 |a Rate of return. 
655 0 |a Computer network resources. 
700 1 |a Knowles, Jonathan. 
710 2 |a Institute of Communication Agencies. 
758 |i has work:  |a Vulcans, Earthlings and Marketing ROI (Text)  |1 https://id.oclc.org/worldcat/entity/E39PD3qQdHHTpRyFJc483prcyd  |4 https://id.oclc.org/worldcat/ontology/hasWork 
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