000			02158nam a2200385 a 4500
001			EBC652284
003			MiAaPQ
006			m o d |
007			cr cn|||||||||
008			100611s2010 enka sb 001 0 eng d
010			_z 2010023839
020			_z9780230577343 (hardback)
020			_z9780230297340 (e-book)
035			_a(MiAaPQ)EBC652284
035			_a(Au-PeEL)EBL652284
035			_a(CaPaEBR)ebr10445739
035			_a(CaONFJC)MIL299889
035			_a(OCoLC)696331292
040			_aMiAaPQ _cMiAaPQ _dMiAaPQ
050		4	_aHF5415.1255 _b.I56 2010
082	0	4	_a658.8/27 _222
245	0	0	_aIntegrated brand marketing and measuring returns _h[electronic resource] / _cedited by Philip J. Kitchen.
260			_aBasingstoke, Hampshire ; _aNew York : _bPalgrave Macmillan, _c2010.
300			_axviii, 181 p. : _bill.
504			_aIncludes bibliographical references and index.
505	8		_aMachine 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.
520			_a"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"-- _cProvided by publisher.
533			_aElectronic reproduction. Ann Arbor, MI : ProQuest, 2015. Available via World Wide Web. Access may be limited to ProQuest affiliated libraries.
650		0	_aBranding (Marketing)
650		0	_aCommunication in marketing.
655		4	_aElectronic books.
700	1		_aKitchen, Philip J.
710	2		_aProQuest (Firm)
856	4	0	_uhttp://ezproxy01.ny.edu.hk:2048/login?url=https://ebookcentral.proquest.com/lib/ircp3g4/detail.action?docID=652284 _zClick to View
999			_c33388 _d33388