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Integrated brand marketing and measuring returns [electronic resource] /

by Kitchen, Philip J; ProQuest (Firm).
Material type: materialTypeLabelBookPublisher: Basingstoke, Hampshire ; New York : Palgrave Macmillan, 2010Description: xviii, 181 p. : ill.ISBN: ; .Subject(s): Branding (Marketing) | Communication in marketing | Electronic booksOnline resources: Click to View
Contents:
Machine generated contents note: 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.
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"-- Provided by publisher.
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Includes bibliographical references and index.

Machine generated contents note: 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.

"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"-- Provided by publisher.

Electronic reproduction. Ann Arbor, MI : ProQuest, 2015. Available via World Wide Web. Access may be limited to ProQuest affiliated libraries.

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