Overview
Co-published with the Institute of Communication Agencies
Every few years, business is galvanized by a new concept. Accountability is the latest idea in the spotlight. It’s a huge topic, and in the broadest sense embraces ethics, corporate governance, and all the issues spawned by the recent spate of business scandals. Vulcans, Earthlings and Marketing ROI deals with a more pragmatic aspect: the accountability behind the question “Are our investments in marketing and advertising sensible and successful, short and long term, from a business point of view?”
In Part 1 the authors establish that finance, marketing, and advertising share common ground in the value of brands. Part 2 reviews the evidence for the business impact of marketing and advertising, summarizing key research and practical experience. Part 3 outlines what it takes to build an accountability culture and profiles some techniques that are useful for framing and measuring the business impact of marketing and advertising investment. The book is intended for anyone with an interest in accountability as it applies to short- and long-term marketing effort.
This book title, Vulcans, Earthlings and Marketing ROI (Getting Finance, Marketing and Advertising onto the Same Planet), ISBN: 9781554580316, by David Rutherford, Jonathan Knowles, published by Wilfrid Laurier University Press (December 14, 2007) is available in paperback. Our minimum order quantity is 25 copies. All standard bulk book orders ship FREE in the continental USA and delivered in 4-10 business days. Expedited shipping is also available.
Unlike Amazon and other retailers who may also offer Vulcans, Earthlings and Marketing ROI (Getting Finance, Marketing and Advertising onto the Same Planet) books on their website, we specialize in large quantities and provide personal service, from trusted, experienced, friendly people in Portland, Oregon. We offer a Price Match Guarantee, and QuickQuote form, to make purchasing quick and easy.
Prefer to work with a human being when you order Vulcans, Earthlings and Marketing ROI (Getting Finance, Marketing and Advertising onto the Same Planet) books in bulk? Our Book Specialists are standing by Monday-Friday 8-5 PST, ready to help!