Profitable Marketing Communications

Marketing is still seen by many companies as a cost, rather than an investment, and tops the list of types of expenditure most likely to go in a downturn. Profitable Marketing Communications explains that marketing is about creating positive value for a business or brand through demonstrating cost versus return. The authors propose a new marketing model, which helps business-owners, CEOs, CFOs and marketers apply an investment-led approach where the focus is value, not cost. Profitable Marketing Communications introduces investment disciplines and strategies to marketing practices. It offers insight into how marketers have delivered outstanding marketing ROI for their companies. Finally, it provides a blueprint to maximize the returns from marketing communications. Case studies show how marketing works as part of a wider business strategy and prove that marketing can give customers, staff and shareholders good reason to stay loyal to companies.

The authors propose a new marketing model to help business owners and marketing professionals apply an investment-led approach where the focus is value, not cost. This guide introduces investment disciplines and strategies to marketing practices.

"This book presents a new holistic approach to developing a coherent, profitable marketing communication strategy. The approach relates to every kind of communication between a company and its buyers about what it has to offer. The concepts, models and planning procedures associated with it can be used whether a company is large or small, whether it operates in an industrial or a consumer market, and whether it offers goods or services. A central theme of the book concerns buyer-initiated communication processes."

Document from the year 2021 in the subject Business economics - Operations Research, , language: English, abstract: This paper contains a research proposal for a case study. In his research the author wants to find out whether there is a correlation between marketing communication and the profitability of the company. What are the impacts of effective marketing communication in profitability? What are the practical opportunities that would enhance effective marketing communication? What factors in marketing communications enable improves sales and revenue in an organization? The paper describes the background to the study, the problem statement and the research objectives, questions and hypothesis. It also gives an overview about literature, methology, data collection and analysis, and the planned structure of the final study. It ends with a cost estimate for the research.

For startups, small businesses, and non-profit organizations, the idea of investing time and money into marketing communications can be very intimidating. Deciding between an investment in the next rising social media site, attending an industry trade show, or developing a direct mail program is daunting for businesses with marketing staffs of twenty people. Doing it with just a handful or fewer may seem nearly impossible, as the increasing number of available opportunities can be overwhelming. This book will help you set priorities for your marketing communication investments. It walks through an easy-to-understand visual framework by which all marketing communication tactics should be considered; so as new marketing options come and go, you'll know which ones to embrace and which ones to skip. The book also outlines the five must-have tactics all marketers must do before anything else. Real-life examples are everywhere in this book, making it easy to see exactly how the entire process works.

As products, pricing and distribution fast become commodities, companies are discovering that managing brand relationships is the most effective way to increase brand equity.