Managing Marketing Assets for Sustained Returns (notice n° 80920)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 01987cam a2200277zu 4500 |
| 003 - CONTROL NUMBER IDENTIFIER | |
| control field | FRCYB10077588 |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20250108085229.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 250108s2003 fr | o|||||0|0|||eng d |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| International Standard Book Number | 9781928593997 |
| 035 ## - SYSTEM CONTROL NUMBER | |
| System control number | FRCYB10077588 |
| 040 ## - CATALOGING SOURCE | |
| Original cataloging agency | FR-PaCSA |
| Language of cataloging | en |
| Transcribing agency | |
| Description conventions | rda |
| 100 1# - MAIN ENTRY--PERSONAL NAME | |
| Personal name | American Productivity & Quality Center |
| 245 01 - TITLE STATEMENT | |
| Title | Managing Marketing Assets for Sustained Returns |
| Statement of responsibility, etc. | ['American Productivity & Quality Center'] |
| 264 #1 - PRODUCTION, PUBLICATION, DISTRIBUTION, MANUFACTURE, AND COPYRIGHT NOTICE | |
| Name of producer, publisher, distributor, manufacturer | APQC American Productivity & Quality Center |
| Date of production, publication, distribution, manufacture, or copyright notice | 2003 |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | p. |
| 336 ## - CONTENT TYPE | |
| Content type code | txt |
| Source | rdacontent |
| 337 ## - MEDIA TYPE | |
| Media type code | c |
| Source | rdamdedia |
| 338 ## - CARRIER TYPE | |
| Carrier type code | c |
| Source | rdacarrier |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | Based on a consortium benchmarking study organized by APQC and ARF, this report follows APQC's and ARF's 2001 Best-practice Report "Maximizing Marketing Return on Investment". The focus of this new report is broader in nature to examine how leading organizations manage brand and customer assets by using processes for a sustained return on their marketing investments. Key findings focus on: understanding marketing assets by identifying and valuing assets and defining stewardship over assets; leveraging assets by using marketing ROI metrics to develop and adjust a marketing budget aligned with the brand/asset value and leverage potential; and creating synergy for marketing assets by tracking asset performance and evaluating where interactions among marketing programs may lead to shortfalls or unexpected successes. This Best-practice Report takes a different approach from traditional benchmarking reports from APQC in that the key findings section brings in additional research from ARF and includes information concerning the history of market research and development in measuring marketing ROI. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name entry element | |
| 700 0# - ADDED ENTRY--PERSONAL NAME | |
| Personal name | American Productivity & Quality Center |
| 856 40 - ELECTRONIC LOCATION AND ACCESS | |
| Access method | Cyberlibris |
| Uniform Resource Identifier | <a href="https://international.scholarvox.com/netsen/book/10077588">https://international.scholarvox.com/netsen/book/10077588</a> |
| Electronic format type | text/html |
| Host name | |
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