Integrated Brand Marketing and Measuring Returns
- 作者
- 出版社 Palgrave MacMillan
- 出版时间 不详年
- ISBN 9780230577343
- 定价 1660.70
内容简介
Asuccessfulmarketingmanagerneedstobeabletousedifferentmediachannelstoreachspecificaudiences，andbeabletoknowthroughcampaignresearchandevaluation，howthecomponentpartsofintegratedbrandmarketingareworking.Thisbookexploresthesecriteria.，"Asuccessfulmarketingmanagerneedstobeabletousedifferentmediachannelstoreachspecificaudiences，andknowthroughcampaignresearchandevaluation，howthecomponentpartsofintegratedbrandmarketingareworking.Thisbookexploresthesecriteria"--，Themodernsuccessfulmarketingmanagerneedstobeablenotonlytousedifferentmediachannelstoreachspecificaudiences，butalsotoknowthroughcampaignresearchandevaluation，howthecomponentpartsofintegratedbrandmarketingareworking.Inthisbookeachchapterexplores：
-howtomeasuredifferentmediachannelstoreachspecificaudiences
-howtoensureconsistentmessagesaredeliveredtospecificaudiences
-howtomeasureifthecomponentpartsofintegratedmarketingareworking
-approachesonhowtomeasuretheoverallreturnoninvestment.
Thebusinessthatreallyunderstandsitscustomersandworkswiththem，withtherecognitionthatbusinessisdemand-driven，willhaveanenormoussourceofongoinginformationthatshouldunderpincompetitiveadvantage.Thisbookexplorestheseissuesindepth.
PhilipJ.Kitchen，PhD，isChairofStrategicMarketingatHullUniversityBusinessSchool，UK.HeisAffiliatedProfessor，SchoolofBusiness，UniversityofRennes;EditoroftheJournalofMarketingCommunicationsandhaspublished12booksandover100papersinleadingjournalsaroundtheworld.Listedasoneofthe'TheTop50GuruswhohaveinfluencedtheFutureofMarketing'inMarketingBusiness，2003.HeisalsoFellowofCIM，RSA，HEA;andMemberoftheALCS，InstituteofMarketingScience，InstituteofDirectors(UK).，Asuccessfulmarketingmanagerneedstobeabletousedifferentmediachannelstoreachspecificaudiences，andknowthroughcampaignresearchandevaluation，howthecomponentpartsofintegratedbrandmarketingareworking.Thisbookexploresthiscriteria.
-howtomeasuredifferentmediachannelstoreachspecificaudiences
-howtoensureconsistentmessagesaredeliveredtospecificaudiences
-howtomeasureifthecomponentpartsofintegratedmarketingareworking
-approachesonhowtomeasuretheoverallreturnoninvestment.
Thebusinessthatreallyunderstandsitscustomersandworkswiththem，withtherecognitionthatbusinessisdemand-driven，willhaveanenormoussourceofongoinginformationthatshouldunderpincompetitiveadvantage.Thisbookexplorestheseissuesindepth.
PhilipJ.Kitchen，PhD，isChairofStrategicMarketingatHullUniversityBusinessSchool，UK.HeisAffiliatedProfessor，SchoolofBusiness，UniversityofRennes;EditoroftheJournalofMarketingCommunicationsandhaspublished12booksandover100papersinleadingjournalsaroundtheworld.Listedasoneofthe'TheTop50GuruswhohaveinfluencedtheFutureofMarketing'inMarketingBusiness，2003.HeisalsoFellowofCIM，RSA，HEA;andMemberoftheALCS，InstituteofMarketingScience，InstituteofDirectors(UK).，Asuccessfulmarketingmanagerneedstobeabletousedifferentmediachannelstoreachspecificaudiences，andknowthroughcampaignresearchandevaluation，howthecomponentpartsofintegratedbrandmarketingareworking.Thisbookexploresthiscriteria.
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