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

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

Label
Integrated brand marketing and measuring returns
Title
Integrated brand marketing and measuring returns
Statement of responsibility
edited by Philip J. Kitchen
Contributor
Subject
Language
eng
Summary
  • "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"--
  • 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
Assigning source
Provided by publisher
Cataloging source
UKPGM
Dewey number
658.8/27
Illustrations
illustrations
Index
index present
LC call number
HF5415.1255
LC item number
.I56 2010
Literary form
non fiction
Nature of contents
  • dictionaries
  • bibliography
Label
Integrated brand marketing and measuring returns, edited by Philip J. Kitchen
Publication
Bibliography note
Includes bibliographical references and index
http://library.link/vocab/branchCode
  • net
Carrier category
online resource
Carrier category code
cr
Carrier MARC source
rdacarrier
Color
multicolored
Content category
text
Content type code
txt
Content type MARC source
rdacontent
Contents
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
Control code
ocn696331292
Dimensions
unknown
Extent
1 online resource (xviii, 181 pages)
Form of item
online
Isbn
9780230297340
Media category
computer
Media MARC source
rdamedia
Media type code
c
Other control number
9786612998898
Other physical details
illustrations
http://library.link/vocab/ext/overdrive/overdriveId
345944
http://library.link/vocab/recordID
.b35378967
Specific material designation
remote
System control number
  • (OCoLC)696331292
  • pebco023029734X

Library Locations

    • Deakin University Library - Geelong Waurn Ponds CampusBorrow it
      75 Pigdons Road, Waurn Ponds, Victoria, 3216, AU
      -38.195656 144.304955
Processing Feedback ...