Excerpt from Profitable Marketing Communications

Check out Chapter 8 of Profitable Marketing Communication on our Excerpts blog.

'Think Different' should be the slogan of all marketers who want their marketing communications to deliver a return. There is no point in being identical to the competition and saying the same thing - only perhaps a bit louder and across more platforms. As Jason Frost, Managing Director of Publicis Blueprint, points out: 'Any successful brand has found a way of differentiating, whether it's through accident or design.'

Profitable Marketing Communications: A Guide to Marketing Return on Investment encourages businesses to view marketing not as a cost, but an investment and added value. "The book introduces investment disciplines and strategies to marketing practices and gives insight into how marketers have delivered outstanding marketing return on investment. Finally, it provides a blueprint to maximize the returns from marketing communications" (Kogan Page, publisher). Here's a direct link to the excerpt: http://800ceoread.com/excerpts/archives/007160.html