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Integrated brand marketing and measuring returns / edited by Philip J. Kitchen
Livre
Edited by Palgrave Macmillan - 2010
"A successful marketing manager needs to be able to use different media channels to reach specific audiences, and know through campaign research and evaluation, how the component parts of integrated brand marketing are working. This book explores these criteria"--
Machine generated contents note: Integrated Brand Marketing and Measuring Returns - an Introduction; P.J.Kitchen. Brand Valuation and IMC; J.Seddon. Marketing Communication Measurement in a Transformational Marketplace; D.E.Schultz. Marketing Mix Modelling and Return on Investment; P.Cain. The Secret of Successful Integrated Communication: Integrated Teams and ROI; K.Walsh. Measuring Media Audiences and Using Media Research; M.Balnaves.
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