嶺東科技大學 |

[NT 42591] Language: 簡体中文

[NT 5635] Back

[NT 59884] Switch To: [NT 5556] Labeled | [NT 5559] MARC Mode | [NT 33762] ISBD

Integrated brand marketing and measuring returns

[NT 42944] Record Type:	[NT 8598] Electronic resources : [NT 40817] monographic
[NT 47353] Alternative Intellectual Responsibility:	KitchenPhilip J.,
[NT 47356] Secondary Intellectual Responsibility:	Palgrave Connect (Online service)
[NT 47351] Place of Publication:	Basingstoke, Hampshire New York
[NT 47263] Published:	Palgrave Macmillan;
[NT 47352] Year of Publication:	2010
[NT 47264] Description:	1 online resource (xviii, 181 p.)ill. :
[NT 47266] Subject:	Branding (Marketing) -
[NT 47266] Subject:	Communication in marketing. -
[NT 47266] Subject:	BUSINESS & ECONOMICS - Advertising & Promotion. -
[NT 47266] Subject:	Marketing. -
[NT 47266] Subject:	Merken (commercie) -
[NT 51458] Online resource:	http://www.palgraveconnect.com/doifinder/10.1057/9780230297340An electronic book accessible through the World Wide Web; click for information
[NT 47265] Notes:	Description based on print version record.
[NT 51398] Summary:	The modern successful marketing manager needs to be able to use different media channels to reach specific audiences, but also to know through clmpaign research and evaluation, how the component parts of integrated brand marketing are working. In this book each chapter explores: how to measure different media channels to reach specific audiences; how to ensure consistent messages are delivered to specific audiences; how to measure if the component parts of integrated marketing are working; and approaches on how to measure the overall return on investment. The business that really understands its customers and works with them, with the recognition that business is demand-driven, will have an enormous source of ongoing information that should underpin competitive advantage. This book explores these issues in depth.
[NT 50961] ISBN:	9780230297340electronic bk.
[NT 50961] ISBN:	023029734Xelectronic bk.
[NT 60779] Content Note:	Cover; Contents; List of Figures; List of Tables; Acknowledgements; Notes on the Contributors; 1 Integrated Brand Marketing and Measuring Returns; 2 Brand Valuation and IMC; 3 Marketing Communication Measurement in a Transformational Marketplace; 4 Marketing Mix Modelling and Return on Investment; 5 The Secret of Successful Integrated Communication: Integrated Teams and ROI; 6 Measuring Media Audiences and Using Media Research; Index.

Integrated brand marketing and measuring returns
Integrated brand marketing and measuring returns / edited by Philip J. Kitchen. - Basingstoke, Hampshire New York : Palgrave Macmillan, 2010. - 1 online resource (xviii, 181 p.) ; ill..
Cover; Contents; List of Figures; List of Tables; Acknowledgements; Notes on the Contributors; 1 Integrated Brand Marketing and Measuring Returns; 2 Brand Valuation and IMC; 3 Marketing Communication Measurement in a Transformational Marketplace; 4 Marketing Mix Modelling and Return on Investment; 5 The Secret of Successful Integrated Communication: Integrated Teams and ROI; 6 Measuring Media Audiences and Using Media Research; Index..
Description based on print version record..
Includes bibliographical references and index..
ISBN 9780230297340ISBN 023029734X
Branding (Marketing)Communication in marketing.BUSINESS & ECONOMICSMarketing.Merken (commercie) -- Advertising & Promotion.

Kitchen, Philip J.

Integrated brand marketing and measuring returns
LDR:02561clm 2200301 4500 001 280277
005 20130621114645.0
009 ocn696331292
010 1 $a 9780230297340 $b electronic bk.
010 1 $a 023029734X $b electronic bk.
010 1 $z 9780230577343
010 1 $z 0230577342
012 0 $a 9786612998898
100 $a 20140528
101 0 $a eng
102 $a us
135 $a v
200 1 $a Integrated brand marketing and measuring returns $f edited by Philip J. Kitchen.
204 1 $a electronic resource
210 $a Basingstoke, Hampshire New York $d 2010 $c Palgrave Macmillan
215 1 $a 1 online resource (xviii, 181 p.) $c ill.
300 $a Description based on print version record.
320 $a Includes bibliographical references and index.
327 1 $a Cover; Contents; List of Figures; List of Tables; Acknowledgements; Notes on the Contributors; 1 Integrated Brand Marketing and Measuring Returns; 2 Brand Valuation and IMC; 3 Marketing Communication Measurement in a Transformational Marketplace; 4 Marketing Mix Modelling and Return on Investment; 5 The Secret of Successful Integrated Communication: Integrated Teams and ROI; 6 Measuring Media Audiences and Using Media Research; Index.
330 $a The modern successful marketing manager needs to be able to use different media channels to reach specific audiences, but also to know through clmpaign research and evaluation, how the component parts of integrated brand marketing are working. In this book each chapter explores: how to measure different media channels to reach specific audiences; how to ensure consistent messages are delivered to specific audiences; how to measure if the component parts of integrated marketing are working; and approaches on how to measure the overall return on investment. The business that really understands its customers and works with them, with the recognition that business is demand-driven, will have an enormous source of ongoing information that should underpin competitive advantage. This book explores these issues in depth. $a "A successful marketing manager needs to be able to use different media channels to reach specific audiences, and know through clmpaign research and evaluation, how the component parts of integrated brand marketing are working. This book explores these criteria"--
606 $a Branding (Marketing) $3 197483
606 $a Communication in marketing. $3 82511
606 $a BUSINESS & ECONOMICS $x Advertising & Promotion. $2 bisacsh $3 302943
606 $a Marketing. $3 21195
606 $a Merken (commercie) $2 gtt $3 302944
676 $v 22 $a 658.8/27
680 $a HF5415.1255 $b .I56 2010
701 1 $a Kitchen $b Philip J. $3 127527
712 0 2 $a Palgrave Connect (Online service) $3 302425
801 0 $a tw $b ltu
856 4 0 $3 Palgrave Connect $u http://www.palgraveconnect.com/doifinder/10.1057/9780230297340 $z An electronic book accessible through the World Wide Web; click for information