Integrated Brand Marketing and Measuring Returns

ISBN-13: 9780230577343 / Angielski / Twarda / 2010 / 181 str.

Professor Philip J. Kitchen

Opis

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.

Spis treści

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

O autorze

PHILIP J. KITCHEN, PhD. Chair of Strategic Marketing at Hull University Business School, UK; Affiliated Professor, School of Business, University of Rennes; Editor of the Journal of Marketing Communications. He has published 12 books and over 100 papers in leading journals around the world. Listed as one of the 'The Top 50 Gurus who have influenced the Future of Marketing' in, Marketing Business, 2003. Fellow of CIM, RSA, HEA; and Member of the ALCS, Institute of Marketing Science, Institute of Directors (UK).