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