Integrated Brand Marketing and Measuring Returns

1. Auflage 2010
ISBN: 978-1-349-36705-4
Verlag: Palgrave Macmillan UK

Buch, Englisch, 181 Seiten, Paperback, Format (B × H): 140 mm x 216 mm, Gewicht: 259 g

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.

Zielgruppe

Research

Autoren/Hrsg.

Kitchen, P.

Fachgebiete

• Wirtschaftswissenschaften Volkswirtschaftslehre Volkswirtschaftslehre Allgemein
• Wirtschaftswissenschaften Betriebswirtschaft Management Strategisches Management
• Wirtschaftswissenschaften Betriebswirtschaft Marktforschung
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

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

Über Autor(innen)

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 . 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).