Research Catalog

Driving brand value : using integrated marketing to manage profitable stakeholder relationships

Title
Driving brand value : using integrated marketing to manage profitable stakeholder relationships / Tom Duncan, Sandra Moriarty.
Author
Duncan, Tom (Thomas R.)
Publication
New York : McGraw-Hill, [1997], ©1997.

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Additional Authors
Moriarty, Sandra E. (Sandra Ernst)
Description
xix, 284 pages : illustrations; 24 cm
Summary
  • As products, pricing and distribution fast become commodities, companies are discovering that managing brand relationships is the most effective way to increase brand equity. Driving Brand Value shows how to use the cross-functional process of integrated marketing (IM) to create, maintain, and grow profitable relationships with customers and other stakeholders.
  • IM is a guide for managing relationship-sensitive factors such as intrinsic and created brand contact points; the integration of mass, interactive and addressable media; strategic consistency; and mission marketing.
  • With the increase mergers, acquisitions, global expansion and competition, retaining and growing brand relationships has never been tougher. Driving Brand Value presents a practical, hands-on business model for addressing these challenges.
  • Authors Tom Duncan and Sandra Moriarty show companies how to strategically use new relationship-building tools, database management systems and communication technologies to cost-effectively measure and control what until now was considered the "intangible" side of business.
Subject
  • Branding (Marketing) > Management
  • Branding (Marketing) > Management > Case studies
  • Corporate image > Case studies
Bibliography (note)
  • Includes bibliographical references and index.
Contents
Ch. 1. Managing the Intangible Side of Business -- Ch. 2. Overcoming Barriers to Integrated Marketing -- Ch. 3. Focus on Brand Relationships -- Ch. 4. Manage Stakeholder Impact and Overlap -- Ch. 5. Develop Strategic Consistency -- Ch. 6. Make Interactivity Purposeful -- Ch. 7. Market the Mission -- Ch. 8. Use Zero-Based Planning Strategy -- Ch. 9. Use Cross-Functional Planning and Monitoring -- Ch. 10. Create Core Competencies -- Ch. 11. Make Integrated Marketing Data-Driven -- Ch. 12. Create a Partnership with an Integrated Communication Agency -- Ch. 13. Evaluate Using Relationship Metrics and the IM Audit.
ISBN
0786308222
LCCN
97001667
OCLC
ocm36283883
Owning Institutions
Columbia University Libraries