Research Catalog
Integrated brand marketing and measuring returns
- Title
- Integrated brand marketing and measuring returns / edited by Philip J. Kitchen.
- Publication
- Basingstoke, Hampshire ; New York : Palgrave Macmillan, 2010.
Items in the Library & Off-site
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1 Item
| Status | Format | Access | Call Number | Item Location |
|---|---|---|---|---|
Available - Can be used on site. Please visit New York Public Library - Schwarzman Building to submit a request in person. | Text | Use in library | JBD 10-620 | Schwarzman Building - General Research Room 315 |
Details
- Additional Authors
- Kitchen, Philip J.
- Description
- xviii, 181 p. : ill.; 23 cm.
- 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.
- Subjects
- Bibliography (note)
- Includes bibliographical references and index.
- 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.
- Call Number
- JBD 10-620
- ISBN
- 9780230577343 (hardback)
- 0230577342 (hardback)
- LCCN
- 2010023839
- OCLC
- YBP 2010023839
- Title
- Integrated brand marketing and measuring returns / edited by Philip J. Kitchen.
- Imprint
- Basingstoke, Hampshire ; New York : Palgrave Macmillan, 2010.
- Bibliography
- Includes bibliographical references and index.
- Added Author
- Kitchen, Philip J.
- Research Call Number
- JBD 10-620