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MdBmJHUP |
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20230905045126.0 |
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m o d |
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071108s2008 onc o 00 0 eng d |
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|z cn2007906928
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|a 9781554581252
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|z 1554581257
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|z 9781554580316
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|a (OCoLC)1016601137
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|a MdBmJHUP
|c MdBmJHUP
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| 100 |
1 |
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|a Rutherford, David.
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| 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.
|
| 264 |
|
1 |
|a Waterloo, Ont. :
|b Wilfrid Laurier University Press,
|c 2008.
|
| 264 |
|
3 |
|a Baltimore, Md. :
|b Project MUSE,
|c 2018
|
| 264 |
|
4 |
|c ©2008.
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| 300 |
|
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|a 1 online resource (174 pages):
|b illustrations
|
| 336 |
|
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|a text
|b txt
|2 rdacontent
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| 337 |
|
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|a computer
|b c
|2 rdamedia
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| 338 |
|
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|a online resource
|b cr
|2 rdacarrier
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| 500 |
|
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|a Co-published by the Institute of Communication Agencies.
|
| 505 |
0 |
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|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 Equity�Marketing and Advertising Version""; ""1.11 Brand Equity�Finance Version""; ""1.12 The Idea of Utility�Removing Some Myths""; ""1.13 The Idea of Intangible Assets""
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| 505 |
0 |
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|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 Advertising�s Impact on Profitability""; ""2.8 Advertising�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 Teamwork�Led from the Top""
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| 505 |
0 |
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|a ""3.2 Measurability""""3.3 The â€oeNow 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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| 505 |
0 |
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|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""
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| 588 |
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|a Description based on print version record.
|
| 650 |
|
7 |
|a Rate of return.
|2 fast
|0 (OCoLC)fst01090236
|
| 650 |
|
7 |
|a Marketing
|x Finance.
|2 fast
|0 (OCoLC)fst01010198
|
| 650 |
|
7 |
|a Brand name products
|x Valuation.
|2 fast
|0 (OCoLC)fst00837904
|
| 650 |
|
7 |
|a Advertising
|x Rate of return.
|2 fast
|0 (OCoLC)fst00797741
|
| 650 |
|
7 |
|a BUSINESS & ECONOMICS
|x Distribution.
|2 bisacsh
|
| 650 |
|
7 |
|a BUSINESS & ECONOMICS
|x Marketing
|x General.
|2 bisacsh
|
| 650 |
|
6 |
|a Taux de rendement.
|
| 650 |
|
6 |
|a Produits de marque
|x Évaluation.
|
| 650 |
|
6 |
|a Publicite
|x Taux de rendement.
|
| 650 |
|
6 |
|a Marketing
|x Finances.
|
| 650 |
|
0 |
|a Rate of return.
|
| 650 |
|
0 |
|a Marketing
|x Finance.
|
| 650 |
|
0 |
|a Brand name products
|x Valuation.
|
| 650 |
|
0 |
|a Advertising
|x Rate of return.
|
| 655 |
|
4 |
|a Computer network resources.
|
| 655 |
|
0 |
|a Computer network resources.
|
| 655 |
|
7 |
|a Electronic books.
|2 local
|
| 700 |
1 |
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|a Knowles, Jonathan.
|
| 710 |
2 |
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|a Institute of Communication Agencies.
|
| 710 |
2 |
|
|a Project Muse.
|e distributor
|
| 830 |
|
0 |
|a Book collections on Project MUSE.
|
| 856 |
4 |
0 |
|z Texto completo
|u https://projectmuse.uam.elogim.com/book/49331/
|
| 945 |
|
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|a Project MUSE - Custom Collection
|
| 945 |
|
|
|a Project MUSE - Archive Complete Supplement VI
|
| 945 |
|
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|a Project MUSE - Archive Political Science and Policy Studies Supplement VI
|
