{"product_id":"vulcans-earthlings-and-marketing-roi-david-rutherford-9781554580316","title":"Vulcans, Earthlings and Marketing ROI: Getting Finance, Marketing and Advertising Onto the Same Planet","description":"\u003cp\u003e \u003cb\u003eCo-published with the Institute of Communication Agencies\u003c\/b\u003e \u003c\/p\u003e \u003cp\u003e Every few years, business is galvanized by a new concept. Accountability is the latest idea in the spotlight. It's a huge topic, and in the broadest sense embraces ethics, corporate governance, and all the issues spawned by the recent spate of business scandals. \u003ci\u003eVulcans, Earthlings and Marketing ROI\u003c\/i\u003e deals with a more pragmatic aspect: the accountability behind the question \"Are our investments in marketing and advertising sensible and successful, short and long term, from a business point of view?\" \u003c\/p\u003e \u003cp\u003e In Part 1 the authors establish that finance, marketing, and advertising share common ground in the value of brands. Part 2 reviews the evidence for the business impact of marketing and advertising, summarizing key research and practical experience. Part 3 outlines what it takes to build an accountability culture and profiles some techniques that are useful for framing and measuring the business impact of marketing and advertising investment. The book is intended for anyone with an interest in accountability as it applies to short- and long-term marketing effort. \u003c\/p\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eAuthor:\u003c\/b\u003e David Rutherford, Jonathan Knowles\u003cbr\u003e\u003cb\u003eISBN-10:\u003c\/b\u003e 1554580315\u003cbr\u003e\u003cb\u003eISBN-13:\u003c\/b\u003e 9781554580316\u003cbr\u003e\u003cb\u003ePublisher:\u003c\/b\u003e Wilfrid Laurier University Press\u003cbr\u003e\u003cb\u003eLanguage:\u003c\/b\u003e English\u003cbr\u003e\u003cb\u003ePublished:\u003c\/b\u003e 12\/14\/2007\u003cbr\u003e\u003cb\u003ePages:\u003c\/b\u003e 174\u003cbr\u003e\u003cb\u003eFormat:\u003c\/b\u003e Paperback\u003cbr\u003e\u003cb\u003eWeight:\u003c\/b\u003e 0.60lbs\u003cbr\u003e\u003cb\u003eSize:\u003c\/b\u003e 8.90h x 5.90w x 0.50d\u003cbr\u003e\u003cbr\u003e\u003cb\u003eReview Citation(s): \u003c\/b\u003e\u003cbr\u003e\u003ci\u003eReference and Research Bk News\u003c\/i\u003e 05\/01\/2008 pg. 153","brand":"David Rutherford","offers":[{"title":"Paperback","offer_id":44068590190847,"sku":"9781554580316","price":34.99,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0662\/2982\/9887\/files\/img_340d4ce8-bf9b-4c9e-be74-9068fca8d92e.jpg?v=1685419886","url":"https:\/\/www.whiterainbookhouse.com\/products\/vulcans-earthlings-and-marketing-roi-david-rutherford-9781554580316","provider":"WR Book House","version":"1.0","type":"link"}