Integrated brand marketing and measuring returns
by
 
Kitchen, Philip J.

Title
: 
Integrated brand marketing and measuring returns

Author
: 
Kitchen, Philip J.

ISBN
: 
9780230577343

Publication Information
: 
Basingstoke, Hampshire ; New York : Palgrave Macmillan, 2010.

Physical Description
: 
xviii, 181 p. : ill. ; 23 cm.

Contents
: 
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.

Abstract
: 
"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"--Provided by publisher.

Subject Term
: 
Branding (Marketing)
 
Communication in marketing.

Added Author
: 
Kitchen, Philip J.


LibraryMaterial TypeItem BarcodeShelf NumberCopy
IIEMSAGeneral Books33168025512571658.827 K62.I 20101