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Integrated brand marketing and measuring returns

紀錄類型:	書目-電子資源 : 單行本
正題名/作者:	Integrated brand marketing and measuring returns/ edited by Philip J. Kitchen.
其他作者:	Kitchen, Philip J.
出版者:	Basingstoke, Hampshire ;Palgrave Macmillan, : 2010.,
面頁冊數:	1 online resource (xviii, 181 p.) :ill. :
標題:	Branding (Marketing) -
電子資源:	An electronic book accessible through the World Wide Web; click for information
ISBN:	9780230297340 (electronic bk.)

Integrated brand marketing and measuring returns
Integrated brand marketing and measuring returns[electronic resource] /edited by Philip J. Kitchen. - Basingstoke, Hampshire ;Palgrave Macmillan,2010. - 1 online resource (xviii, 181 p.) :ill.

Includes bibliographical references and index.

Cover; Contents; List of Figures; List of Tables; Acknowledgements; Notes on the Contributors; 1 Integrated Brand Marketing and Measuring Returns; 2 Brand Valuation and IMC; 3 Marketing Communication Measurement in a Transformational Marketplace; 4 Marketing Mix Modelling and Return on Investment; 5 The Secret of Successful Integrated Communication: Integrated Teams and ROI; 6 Measuring Media Audiences and Using Media Research; Index.

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.

ISBN: 9780230297340 (electronic bk.)

Standard No.: 9786612998898

Source: 345944Palgrave Macmillanhttp://www.palgraveconnect.comSubjects--Topical Terms:

131614
Branding (Marketing)
Index Terms--Genre/Form:

96803
Electronic books.

LC Class. No.: HF5415.1255 / .I56 2010

Dewey Class. No.: 658.8/27

Integrated brand marketing and measuring returns
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520 $a 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.
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