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9780230577343

Integrated Brand Marketing and Measuring Returns

by
  • ISBN13:

    9780230577343

  • ISBN10:

    0230577342

  • Format: Hardcover
  • Copyright: 2010-08-15
  • Publisher: Palgrave Macmillan
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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.

Author Biography

PHILIP J. KITCHEN, PhD. is Chair of Strategic Marketing at Hull University Business School, UK; Affiliated Professor, School of Business, University of Rennes; and Editor of the Journal of Marketing Communications. 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).

Table of Contents

List of Figuresp. viii
List of Tablesp. xi
Acknowledgementsp. xii
Notes on the Contributorsp. xiii
Integrated Brand Marketing and Measuring Returnsp. 1
Brand Valuation and IMCp. 9
Marketing Communication Measurement in a Transformational Marketplacep. 58
Marketing Mix Modelling and Return on Investmentp. 94
The Secret of Successful Integrated Communication: Integrated Teams and ROIp. 131
Measuring Media Audiences and Using Media Researchp. 144
Indexp. 176
Table of Contents provided by Ingram. All Rights Reserved.

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