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Author Rutherford, David.

Title Vulcans, earthlings and marketing ROI : getting finance, marketing and advertising onto the same planet / David Rutherford and Jonathan Knowles
Published Waterloo, Ont. : Wilfrid Laurier University Press, [2008]
Online access available from:
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Description 1 online resource (xvi, 155 pages) : illustrations
Contents ""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""
""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""
""3.2 Measurability""""3.3 The “Now and Later� 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 Valuation�When to Do It""; ""3.11 Brand Valuation�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""
""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""
Notes Co-published by the Institute of Communication Agencies
Bibliography Includes bibliographical references (pages 135-137) and index
Notes Print version record
Subject Advertising -- Rate of return.
Brand name products -- Valuation.
Marketing -- Finance.
Rate of return.
Genre/Form Computer network resources
Form Electronic book
Author Knowles, Jonathan.
Institute of Communication Agencies.
ISBN 1435644484 (electronic bk.)
1554580315 (paperback)
1554581257 (electronic bk.)
9781435644489 (electronic bk.)
9781554580316 (paperback)
9781554581252 (electronic bk.)