Verfügbarkeit: Vulcans, earthlings and marketing ROI :

Vulcans, earthlings and marketing ROI :: getting finance, marketing and advertising onto the same planet /

Gespeichert in:

Bibliographische Detailangaben
1. Verfasser:	Rutherford, David
Körperschaft:	Institute of Communication Agencies
Weitere Verfasser:	Knowles, Jonathan
Format:	Elektronisch E-Book
Sprache:	English
Veröffentlicht:	Waterloo, Ont. : Wilfrid Laurier University Press, ©2008.
Schlagworte:	Advertising > Rate of return. Brand name products > Valuation. Marketing > Finance. Rate of return. Marketing > Finances. Publicité > Taux de rendement. Produits de marque > Évaluation. Taux de rendement. BUSINESS & ECONOMICS > Marketing > General. BUSINESS & ECONOMICS > Distribution. Advertising > Rate of return Brand name products > Valuation Marketing > Finance Rate of return Computer network resources.
Online-Zugang:	Volltext
Beschreibung:	Co-published by the Institute of Communication Agencies.
Beschreibung:	1 online resource (xvi, 155 pages) : illustrations
Bibliographie:	Includes bibliographical references (pages 135-137) and index.
ISBN:	1554580315 9781554580316 9781435644489 1435644484 9781554581252 1554581257

Internformat

MARC


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020			\|a 1554580315 \|q (pbk.)
020			\|a 9781554580316 \|q (pbk.)
020			\|a 9781435644489 \|q (electronic bk.)
020			\|a 1435644484 \|q (electronic bk.)
020			\|a 9781554581252 \|q (electronic bk.)
020			\|a 1554581257 \|q (electronic bk.)
020			\|z 9781554580316 \|q (pbk.)
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049			\|a MAIN
100	1		\|a Rutherford, David.
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.
260			\|a Waterloo, Ont. : \|b Wilfrid Laurier University Press, \|c ©2008.
300			\|a 1 online resource (xvi, 155 pages) : \|b illustrations
336			\|a text \|b txt \|2 rdacontent
337			\|a computer \|b c \|2 rdamedia
338			\|a online resource \|b cr \|2 rdacarrier
500			\|a Co-published by the Institute of Communication Agencies.
504			\|a Includes bibliographical references (pages 135-137) and index.
588	0		\|a Print version record.
505	0		\|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 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""
505	8		\|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 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""
505	8		\|a ""3.2 Measurability""""3.3 The â€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""
505	8		\|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""
650		0	\|a Advertising \|x Rate of return. \|0 http://id.loc.gov/authorities/subjects/sh85001161
650		0	\|a Brand name products \|x Valuation.
650		0	\|a Marketing \|x Finance.
650		0	\|a Rate of return. \|0 http://id.loc.gov/authorities/subjects/sh85111503
650		6	\|a Marketing \|x Finances.
650		6	\|a Publicité \|x Taux de rendement.
650		6	\|a Produits de marque \|x Évaluation.
650		6	\|a Taux de rendement.
650		7	\|a BUSINESS & ECONOMICS \|x Marketing \|x General. \|2 bisacsh
650		7	\|a BUSINESS & ECONOMICS \|x Distribution. \|2 bisacsh
650		7	\|a Advertising \|x Rate of return \|2 fast
650		7	\|a Brand name products \|x Valuation \|2 fast
650		7	\|a Marketing \|x Finance \|2 fast
650		7	\|a Rate of return \|2 fast
655		0	\|a Computer network resources.
655		4	\|a Computer network resources.
700	1		\|a Knowles, Jonathan.
710	2		\|a Institute of Communication Agencies. \|0 http://id.loc.gov/authorities/names/no2009024858
758			\|i has work: \|a Vulcans, Earthlings and Marketing ROI (Text) \|1 https://id.oclc.org/worldcat/entity/E39PD3qQdHHTpRyFJc483prcyd \|4 https://id.oclc.org/worldcat/ontology/hasWork
776	0	8	\|i Print version: \|a Rutherford, David. \|t Vulcans, earthlings and marketing ROI. \|d Waterloo, Ont. : Wilfrid Laurier University Press, ©2008 \|z 9781554580316 \|z 1554580315 \|w (OCoLC)181492200
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938			\|a Internet Archive \|b INAR \|n vulcansearthling0000ruth
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938			\|a ebrary \|b EBRY \|n ebr10227074
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Datensatz im Suchindex

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author	Rutherford, David
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collection	ZDB-4-EBA
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 â€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""
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indexdate	2024-11-27T13:17:02Z
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isbn	1554580315 9781554580316 9781435644489 1435644484 9781554581252 1554581257
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spelling	Rutherford, David. Vulcans, earthlings and marketing ROI : getting finance, marketing and advertising onto the same planet / David Rutherford and Jonathan Knowles. Waterloo, Ont. : Wilfrid Laurier University Press, ©2008. 1 online resource (xvi, 155 pages) : illustrations text txt rdacontent computer c rdamedia online resource cr rdacarrier Co-published by the Institute of Communication Agencies. Includes bibliographical references (pages 135-137) and index. Print version record. ""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 â€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"" Advertising Rate of return. http://id.loc.gov/authorities/subjects/sh85001161 Brand name products Valuation. Marketing Finance. Rate of return. http://id.loc.gov/authorities/subjects/sh85111503 Marketing Finances. Publicité Taux de rendement. Produits de marque Évaluation. Taux de rendement. BUSINESS & ECONOMICS Marketing General. bisacsh BUSINESS & ECONOMICS Distribution. bisacsh Advertising Rate of return fast Brand name products Valuation fast Marketing Finance fast Rate of return fast Computer network resources. Knowles, Jonathan. Institute of Communication Agencies. http://id.loc.gov/authorities/names/no2009024858 has work: Vulcans, Earthlings and Marketing ROI (Text) https://id.oclc.org/worldcat/entity/E39PD3qQdHHTpRyFJc483prcyd https://id.oclc.org/worldcat/ontology/hasWork Print version: Rutherford, David. Vulcans, earthlings and marketing ROI. Waterloo, Ont. : Wilfrid Laurier University Press, ©2008 9781554580316 1554580315 (OCoLC)181492200 FWS01 ZDB-4-EBA FWS_PDA_EBA https://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&AN=217421 Volltext
spellingShingle	Rutherford, David Vulcans, earthlings and marketing ROI : getting finance, marketing and advertising onto the same planet / ""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 â€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"" Advertising Rate of return. http://id.loc.gov/authorities/subjects/sh85001161 Brand name products Valuation. Marketing Finance. Rate of return. http://id.loc.gov/authorities/subjects/sh85111503 Marketing Finances. Publicité Taux de rendement. Produits de marque Évaluation. Taux de rendement. BUSINESS & ECONOMICS Marketing General. bisacsh BUSINESS & ECONOMICS Distribution. bisacsh Advertising Rate of return fast Brand name products Valuation fast Marketing Finance fast Rate of return fast
subject_GND	http://id.loc.gov/authorities/subjects/sh85001161 http://id.loc.gov/authorities/subjects/sh85111503
title	Vulcans, earthlings and marketing ROI : getting finance, marketing and advertising onto the same planet /
title_auth	Vulcans, earthlings and marketing ROI : getting finance, marketing and advertising onto the same planet /
title_exact_search	Vulcans, earthlings and marketing ROI : getting finance, marketing and advertising onto the same planet /
title_full	Vulcans, earthlings and marketing ROI : getting finance, marketing and advertising onto the same planet / David Rutherford and Jonathan Knowles.
title_fullStr	Vulcans, earthlings and marketing ROI : getting finance, marketing and advertising onto the same planet / David Rutherford and Jonathan Knowles.
title_full_unstemmed	Vulcans, earthlings and marketing ROI : getting finance, marketing and advertising onto the same planet / David Rutherford and Jonathan Knowles.
title_short	Vulcans, earthlings and marketing ROI :
title_sort	vulcans earthlings and marketing roi getting finance marketing and advertising onto the same planet
title_sub	getting finance, marketing and advertising onto the same planet /
topic	Advertising Rate of return. http://id.loc.gov/authorities/subjects/sh85001161 Brand name products Valuation. Marketing Finance. Rate of return. http://id.loc.gov/authorities/subjects/sh85111503 Marketing Finances. Publicité Taux de rendement. Produits de marque Évaluation. Taux de rendement. BUSINESS & ECONOMICS Marketing General. bisacsh BUSINESS & ECONOMICS Distribution. bisacsh Advertising Rate of return fast Brand name products Valuation fast Marketing Finance fast Rate of return fast
topic_facet	Advertising Rate of return. Brand name products Valuation. Marketing Finance. Rate of return. Marketing Finances. Publicité Taux de rendement. Produits de marque Évaluation. Taux de rendement. BUSINESS & ECONOMICS Marketing General. BUSINESS & ECONOMICS Distribution. Advertising Rate of return Brand name products Valuation Marketing Finance Rate of return Computer network resources.
url	https://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&AN=217421
work_keys_str_mv	AT rutherforddavid vulcansearthlingsandmarketingroigettingfinancemarketingandadvertisingontothesameplanet AT knowlesjonathan vulcansearthlingsandmarketingroigettingfinancemarketingandadvertisingontothesameplanet AT instituteofcommunicationagencies vulcansearthlingsandmarketingroigettingfinancemarketingandadvertisingontothesameplanet

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