Coverart for item
The Resource 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

Label
Vulcans, earthlings and marketing ROI : getting finance, marketing and advertising onto the same planet
Title
Vulcans, earthlings and marketing ROI
Title remainder
getting finance, marketing and advertising onto the same planet
Statement of responsibility
David Rutherford and Jonathan Knowles
Creator
Contributor
Subject
Genre
Language
eng
Member of
Cataloging source
CCO
http://library.link/vocab/creatorName
Rutherford, David
Dewey number
658.8
Illustrations
illustrations
Index
index present
LC call number
HF5415
LC item number
.R87 2007eb
Literary form
non fiction
Nature of contents
  • dictionaries
  • bibliography
http://library.link/vocab/relatedWorkOrContributorName
  • Knowles, Jonathan
  • Institute of Communication Agencies
http://library.link/vocab/subjectName
  • Advertising
  • Brand name products
  • Marketing
  • Rate of return
  • Marketing
  • Publicité
  • Produits de marque
  • Taux de rendement
  • BUSINESS & ECONOMICS
  • BUSINESS & ECONOMICS
  • Advertising
  • Brand name products
  • Marketing
  • Rate of return
Label
Vulcans, earthlings and marketing ROI : getting finance, marketing and advertising onto the same planet, David Rutherford and Jonathan Knowles
Instantiates
Publication
Note
Co-published by the Institute of Communication Agencies
Bibliography note
Includes bibliographical references (pages 135-137) and index
Carrier category
online resource
Carrier category code
  • cr
Carrier MARC source
rdacarrier
Color
multicolored
Content category
text
Content type code
  • txt
Content type MARC source
rdacontent
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 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""
  • ""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""
  • ""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""
  • ""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""
Control code
568535539
Dimensions
unknown
Extent
1 online resource (xvi, 155 pages)
Form of item
online
Isbn
9781435644489
Media category
computer
Media MARC source
rdamedia
Media type code
  • c
Other physical details
illustrations
Specific material designation
remote
System control number
(OCoLC)568535539
Label
Vulcans, earthlings and marketing ROI : getting finance, marketing and advertising onto the same planet, David Rutherford and Jonathan Knowles
Publication
Note
Co-published by the Institute of Communication Agencies
Bibliography note
Includes bibliographical references (pages 135-137) and index
Carrier category
online resource
Carrier category code
  • cr
Carrier MARC source
rdacarrier
Color
multicolored
Content category
text
Content type code
  • txt
Content type MARC source
rdacontent
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 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""
  • ""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""
  • ""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""
  • ""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""
Control code
568535539
Dimensions
unknown
Extent
1 online resource (xvi, 155 pages)
Form of item
online
Isbn
9781435644489
Media category
computer
Media MARC source
rdamedia
Media type code
  • c
Other physical details
illustrations
Specific material designation
remote
System control number
(OCoLC)568535539

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      37.955220 -91.772210
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