Integrated Brand Marketing and Measuring

Hardcover | August 1, 2010

EditorPhilip J Kitchen

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A successful marketing manager needs to be able to use different media channels to reach specific audiences, and be able to know through campaign research and evaluation, how the component parts of integrated brand marketing are working. This book explores these criteria.

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A successful marketing manager needs to be able to use different media channels to reach specific audiences, and be able to know through campaign research and evaluation, how the component parts of integrated brand marketing are working. This book explores these criteria.

PHILIP J. KITCHEN, PhD. is Chair of Strategic Marketing at Hull University Business School, UK; Affiliated Professor, School of Business, University of Rennes; and Editor of the Journal 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 Guru...

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Format:HardcoverDimensions:200 pages, 8.5 × 5.4 × 0.6 inPublished:August 1, 2010Publisher:Palgrave MacmillanLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0230577342

ISBN - 13:9780230577343

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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