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. INDICE: - 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
- ISBN: 978-0-230-57734-3
- Editorial: Palgrave Macmillan
- Encuadernacion: Cartoné
- Páginas: 200
- Fecha Publicación: 16/07/2010
- Nº Volúmenes: 1
- Idioma: Inglés