Integrated Brand Marketing And Measuring Returns by P. KitchenIntegrated Brand Marketing And Measuring Returns by P. Kitchen

Integrated Brand Marketing And Measuring Returns

byP. Kitchen

Hardcover | July 7, 2010

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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 this criteria.
PHILIP J. KITCHEN, PhD. Chair of Strategic Marketing at Hull University Business School, UK; Affiliated Professor, School of Business, University of Rennes; Editor of theJournal 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 hav...
Title:Integrated Brand Marketing And Measuring ReturnsFormat:HardcoverDimensions:181 pages, 8.5 × 5.51 × 0.5 inPublished:July 7, 2010Publisher:Palgrave MacmillanLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0230577342

ISBN - 13:9780230577343


Table of Contents

Integrated Brand Marketing and Measuring Returns - an Introduction; P.J.Kitchen Brand Valuation and IMC; J.Seddon Marketing Communication Measurement in a Transformational Marketplace; D.E.Schultz Marketing Mix Modelling and Return on Investment; P.Cain The Secret of Successful Integrated Communication: Integrated Teams and ROI; K.Walsh Measuring Media Audiences and Using Media Research; M.Balnaves