, Advertising & IMC uses examples of award-winning brand campaigns, contributions from experts, and enduring

, this text prepares readers for careers in brand management, advertising, and consumer research. The 12

affects strategic issues, such as the company′s mission statement, brand positioning strategy, and

employment messages and interviewing for jobs -- Handbook of grammar, mechanics, and usage -- Brand

customers are more empowered and brand loyalty is eroding, will have to move to Relationship Marketing (RM

-- Choosing your analytics tools -- Digital analysis : brand -- Digital analysis : audience -- Digital

; Chapter 2: Users and Co-creation of Value; Chapter 3: Brand and Anthropomorphic Marketing; Part II

Zone -- Brand Fans -- Brand Social Communities -- Paid Media in Social Network Sites -- 7.Social

Brand name products -- Case Studies.

-- Identifying market segments and targets -- Crafting the brand positioning -- Creating brand equity

appealing to customers requires delivery of brand experiences built on relevance and recognition of context

and PR drive sales -- Online thought leadership to brand your organization as a trusted resource