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Vulcans, earthlings and marketing ROI [[electronic resource] ] : getting finance, marketing and advertising onto the same planet / / David Rutherford and Jonathan Knowles
| Vulcans, earthlings and marketing ROI [[electronic resource] ] : getting finance, marketing and advertising onto the same planet / / David Rutherford and Jonathan Knowles |
| Autore | Rutherford David |
| Pubbl/distr/stampa | Waterloo, Ont., : Wilfrid Laurier University Press, c2008 |
| Descrizione fisica | 1 online resource (172 p.) |
| Disciplina | 658.8 |
| Altri autori (Persone) | KnowlesJonathan |
| Soggetto topico |
Advertising - Rate of return
Brand name products - Valuation Marketing - Finance Rate of return |
| Soggetto genere / forma | Electronic books. |
| ISBN |
1-55458-125-7
1-4356-4448-4 |
| Formato | Materiale a stampa  |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Record Nr. | UNINA-9910451816603321 |
Rutherford David
|
||
| Waterloo, Ont., : Wilfrid Laurier University Press, c2008 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Vulcans, earthlings and marketing ROI [[electronic resource] ] : getting finance, marketing and advertising onto the same planet / / David Rutherford and Jonathan Knowles
| Vulcans, earthlings and marketing ROI [[electronic resource] ] : getting finance, marketing and advertising onto the same planet / / David Rutherford and Jonathan Knowles |
| Autore | Rutherford David |
| Pubbl/distr/stampa | Waterloo, Ont., : Wilfrid Laurier University Press, c2008 |
| Descrizione fisica | 1 online resource (172 p.) |
| Disciplina | 658.8 |
| Altri autori (Persone) | KnowlesJonathan |
| Soggetto topico |
Advertising - Rate of return
Brand name products - Valuation Marketing - Finance Rate of return |
| ISBN |
1-55458-125-7
1-4356-4448-4 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Record Nr. | UNINA-9910778232203321 |
|
Rutherford David
|
||
| Waterloo, Ont., : Wilfrid Laurier University Press, c2008 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Vulcans, earthlings and marketing ROI : getting finance, marketing and advertising onto the same planet / / David Rutherford and Jonathan Knowles
| Vulcans, earthlings and marketing ROI : getting finance, marketing and advertising onto the same planet / / David Rutherford and Jonathan Knowles |
| Autore | Rutherford David |
| Edizione | [1st ed.] |
| Pubbl/distr/stampa | Waterloo, Ont., : Wilfrid Laurier University Press, c2008 |
| Descrizione fisica | 1 online resource (172 p.) |
| Disciplina | 658.8 |
| Altri autori (Persone) | KnowlesJonathan |
| Soggetto topico |
Advertising - Rate of return
Brand name products - Valuation Marketing - Finance Rate of return |
| ISBN |
1-55458-125-7
1-4356-4448-4 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | Front Matter -- Contents -- Foreword from the ICA -- Preface -- Introduction -- Finding Common Ground -- Accountability and ROI -- A Trilingual Story -- No Simple Answer -- What Business Are You In? -- Words, Words, Words -- The Two Meanings of Value -- Vulcans and Earthlings -- Agreeing What Brands Are -- Agreeing That Brands Are Valuable -- Brand Equity—Marketing and Advertising Version -- Brand Equity—Finance Version -- The Idea of Utility—Removing Some Myths -- The Idea of Intangible Assets -- Profit, Growth and Risk -- Winning Hearts and Minds -- What Would Emerson Say? -- The Marketing Mindset -- The Brand Mindset -- Short- and Long-Term Roles -- Choosing amongst the Possibilities -- Advertising as Investment -- Advertising’s Impact on Profitability -- Advertising’s Long-Term Effect -- The Long Term, from Another Perspective -- The Erosive Effect of Not Advertising -- The Value of Marketing -- Creating a Shared Accountability Culture -- The Need for Teamwork—Led from the Top -- Measurability -- The “Now and Later” Mindset -- Defining the Causal Model -- The Sales Funnel Model -- The Brand Value Chain Model -- What to Measure -- Drilling Down -- Measuring Brand Equity -- Brand Valuation—When to Do It -- Brand Valuation—How to Do It -- Scorecards and Dashboards -- The Unisys Example -- Drawing the Strands Together -- A Final Word -- Useful Links -- Glossary -- References -- Diagram Sources -- Index -- Easy Reference Card—The Value of Marketing |
| Record Nr. | UNINA-9910809425003321 |
|
Rutherford David
|
||
| Waterloo, Ont., : Wilfrid Laurier University Press, c2008 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||