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

Mostrar otras versiones (2)
Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: Rutherford, David
Autor Corporativo: Institute of Communication Agencies
Otros Autores: Knowles, Jonathan
Formato: Electrónico eBook
Idioma:Inglés
Publicado: Waterloo, Ont. : Wilfrid Laurier University Press, ©2008.
Temas:
Advertising > Rate of return.
Brand name products > Valuation.
Marketing > Finance.
Rate of return.
Marketing > Finances.
Publicité > Taux de rendement.
Produits de marque > Évaluation.
Taux de rendement.
BUSINESS & ECONOMICS > Marketing > General.
BUSINESS & ECONOMICS > Distribution.
Advertising > Rate of return
Brand name products > Valuation
Marketing > Finance
Rate of return
Computer network resources.
Acceso en línea:Texto completo

MARC

LEADER 00000cam a2200000Ma 4500
001 EBSCO_ocn568535539
003 OCoLC
005 20231017213018.0
006 m o d
007 cr cn|||||||||
008 071108s2008 onca ob 001 0 eng d
010 |a cn2007906928 
040 |a CCO  |b eng  |e pn  |c CCO  |d E7B  |d OCLCQ  |d SFB  |d GPRCL  |d MEAUC  |d OCLCQ  |d N$T  |d CELBN  |d FXR  |d OCLCQ  |d OCLCF  |d YDXCP  |d OCLCO  |d IDEBK  |d AU@  |d OCLCQ  |d EBLCP  |d DEBSZ  |d OCLCQ  |d LOA  |d AGLDB  |d CNNOR  |d MOR  |d PIFAG  |d ZCU  |d OCLCQ  |d MERUC  |d OCLCQ  |d P@U  |d U3W  |d STF  |d BRL  |d WRM  |d WCO  |d NRAMU  |d ICG  |d OCLCQ  |d VT2  |d OCLCQ  |d YOU  |d A6Q  |d K6U  |d M8D  |d OCLCQ  |d UKCRE  |d INARC  |d CN6UV  |d OCLCO  |d OCLCQ  |d OCLCO 
015 |a C2007-906928-2 
016 |z 20079069282 
019 |a 230754401  |a 243616306  |a 503446790  |a 646743390  |a 708341510  |a 752554083  |a 847478207  |a 899278642  |a 922951266  |a 961622082  |a 962689365  |a 966220513  |a 988488644  |a 991958673  |a 1016601137  |a 1037506843  |a 1037908602  |a 1038569445  |a 1045469219  |a 1055403832  |a 1078129495  |a 1081234580  |a 1083559807  |a 1086971353  |a 1087343697  |a 1153523477  |a 1228583975  |a 1264818188 
020 |a 1554580315  |q (pbk.) 
020 |a 9781554580316  |q (pbk.) 
020 |a 9781435644489  |q (electronic bk.) 
020 |a 1435644484  |q (electronic bk.) 
020 |a 9781554581252  |q (electronic bk.) 
020 |a 1554581257  |q (electronic bk.) 
020 |z 9781554580316  |q (pbk.) 
029 1 |a AU@  |b 000050985235 
029 1 |a AU@  |b 000051421291 
029 1 |a DEBBG  |b BV043094357 
029 1 |a DEBBG  |b BV044093247 
029 1 |a DEBSZ  |b 422151076 
029 1 |a DEBSZ  |b 449592553 
029 1 |a DEBSZ  |b 449663515 
029 1 |a NZ1  |b 13335846 
029 1 |a AU@  |b 000073102368 
035 |a (OCoLC)568535539  |z (OCoLC)230754401  |z (OCoLC)243616306  |z (OCoLC)503446790  |z (OCoLC)646743390  |z (OCoLC)708341510  |z (OCoLC)752554083  |z (OCoLC)847478207  |z (OCoLC)899278642  |z (OCoLC)922951266  |z (OCoLC)961622082  |z (OCoLC)962689365  |z (OCoLC)966220513  |z (OCoLC)988488644  |z (OCoLC)991958673  |z (OCoLC)1016601137  |z (OCoLC)1037506843  |z (OCoLC)1037908602  |z (OCoLC)1038569445  |z (OCoLC)1045469219  |z (OCoLC)1055403832  |z (OCoLC)1078129495  |z (OCoLC)1081234580  |z (OCoLC)1083559807  |z (OCoLC)1086971353  |z (OCoLC)1087343697  |z (OCoLC)1153523477  |z (OCoLC)1228583975  |z (OCoLC)1264818188 
050 4 |a HF5415  |b .R87 2007eb 
055 1 1 |a HF5415 
055 1 0 |a HF5415  |b R87 2007 
055 1 0 |a HF5415  |b R88 2008 
072 7 |a BUS  |x 043000  |2 bisacsh 
072 7 |a BUS  |x 078000  |2 bisacsh 
082 0 4 |a 658.8 
049 |a UAMI 
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. 
588 0 |a Print version record. 
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"" 
505 8 |a ""R""""S""; ""T""; ""U""; ""V""; ""W""; ""References""; ""Diagram Sources""; ""Index""; ""A""; ""B""; ""C""; ""D""; ""E""; ""F""; ""G""; ""H""; ""I""; ""J""; ""K""; ""L""; ""M""; ""N""; ""O""; ""P""; ""R""; ""S""; ""T""; ""U""; ""V""; ""W""; ""Y""; ""Easy Reference Card"" 
590 |a eBooks on EBSCOhost  |b EBSCO eBook Subscription Academic Collection - Worldwide 
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. 
650 6 |a Marketing  |x Finances. 
650 6 |a Publicité  |x Taux de rendement. 
650 6 |a Produits de marque  |x Évaluation. 
650 6 |a Taux de rendement. 
650 7 |a BUSINESS & ECONOMICS  |x Marketing  |x General.  |2 bisacsh 
650 7 |a BUSINESS & ECONOMICS  |x Distribution.  |2 bisacsh 
650 7 |a Advertising  |x Rate of return  |2 fast 
650 7 |a Brand name products  |x Valuation  |2 fast 
650 7 |a Marketing  |x Finance  |2 fast 
650 7 |a Rate of return  |2 fast 
655 0 |a Computer network resources. 
655 4 |a Computer network resources. 
700 1 |a Knowles, Jonathan. 
710 2 |a Institute of Communication Agencies. 
776 0 8 |i Print version:  |a Rutherford, David.  |t Vulcans, earthlings and marketing ROI.  |d Waterloo, Ont. : Wilfrid Laurier University Press, ©2008  |z 9781554580316  |z 1554580315  |w (OCoLC)181492200 
856 4 0 |u https://ebsco.uam.elogim.com/login.aspx?direct=true&scope=site&db=nlebk&AN=217421  |z Texto completo 
938 |a Internet Archive  |b INAR  |n vulcansearthling0000ruth 
938 |a Canadian Electronic Library  |b CELB  |n 10220378 
938 |a ProQuest Ebook Central  |b EBLB  |n EBL3255583 
938 |a ebrary  |b EBRY  |n ebr10227074 
938 |a EBSCOhost  |b EBSC  |n 217421 
938 |a ProQuest MyiLibrary Digital eBook Collection  |b IDEB  |n cis28722692 
938 |a ProQuest MyiLibrary Digital eBook Collection  |b IDEB  |n cis9149805 
938 |a Project MUSE  |b MUSE  |n muse48107 
938 |a YBP Library Services  |b YANK  |n 3379087 
938 |a YBP Library Services  |b YANK  |n 2829531 
994 |a 92  |b IZTAP 

Ejemplares similares