Integrated Brand Marketing And Measuring Returns

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Kitchen, Philip

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ISBN:9780230577343
Editorial: Palgrave
Fecha de la edición:2010
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Nº Pág.:200
Idiomas:Ingles,Inglés

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The modern successful marketing manager needs to be able to use different media channels to reach specific audiences, but also to know through campaign research and evaluation, how the component parts of integrated brand marketing are working. In this book each chapter explores:

how to measure different media channels to reach specific audiences;
how to ensure consistent messages are delivered to specific audiences;
how to measure if the component parts of integrated marketing are working; and
approaches on how to measure the overall return on investment.

The business that really understands its customers and works with them, with the recognition that business is demand-driven, will have an enormous source of ongoing information that should underpin competitive advantage. This book explores these issues in depth

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