Integrated Brand Marketing and Measuring Returns
ISBN-13:
9780230577343
Veröffentl:
2010
Erscheinungsdatum:
07.07.2010
Seiten:
181
Autor:
P. Kitchen
Gewicht:
378 g
Format:
223x146x25 mm
Sprache:
Englisch
Beschreibung:
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 this criteria.
Explores the 21st world of: 1. Integrated Brand Marketing 2. Measuring, or how to measure ROI How can and are brands valued?What is the relationship between integrated brand marketing and integrated marketing communications?How to measure marketing communications in a transformational marketplace?How to measure ROI using marketing mix modelling?What are the secrets to successful integrated?communications?How to measure media audiences ?How to use media research?Via leading brand practitioners and selected senior experts in brand communications, tackles key questions:
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