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Kitchen, Philip J.

Integrated Brand Marketing and Measuring Returns

Kitchen, Philip J. - Integrated Brand Marketing and Measuring Returns, ebook

124,40€

Ebook, PDF with Adobe DRM
ISBN: 9780230297340
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Table of contents

1. Integrated Brand Marketing and Measuring Returns
Philip J. Kitchen

2. Brand Valuation and IMC
Joanna Seddon

3. Marketing Communication Measurement in a Transformational Marketplace
Don E. Schultz

4. Marketing Mix Modelling and Return on Investment
Peter M. Cain

5. The Secret of Successful Integrated Communication: Integrated Teams and ROI
Kelly Walsh

6. Measuring Media Audiences and Using Media Research
Mark Balnaves

Keywords: Business and Management, Marketing, Business Strategy/Leadership, Market Research/Competitive Intelligence, Economics, general

Editor
Publisher
Springer
Publication year
2010
Language
en
Edition
1
Page amount
199 pages
Category
Economy
Format
Ebook
eISBN (PDF)
9780230297340
Printed ISBN
978-1-349-36705-4

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