Description
Palgrave Integrated Brand Marketing and Measuring Returns by P. Kitchen
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._x000D_ Table of contents : - _x000D_
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_x000D_