July 27, 2007
Staff Picks: Excerpt from Profitable Marketing Communications
'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: https://800ceoread.com/excerpts/archives/007160.html
About Dylan Schleicher
Dylan Schleicher has been a part of the 800-CEO-READ claque since 2003. Even though he's stayed on at the company, he has not stayed put. After beginning in shipping & receiving, he joined customer service and accounting before moving into his current, highly elliptical orbit of duties overseeing the ChangeThis and In the Books websites, the company's annual review of books and in-house design. He lives with his wife and two children in the Washington Heights neighborhood on Milwaukee's West Side.