大葉大學圖書館 |

Integrated brand marketing and measuring returns[electronic resource] /

紀錄類型:	書目-語言資料,印刷品 : Monograph/item
杜威分類號:	658.8/27
書名/作者:	Integrated brand marketing and measuring returns/ edited by Philip J. Kitchen.
其他作者:	Kitchen, Philip J.
出版者:	Basingstoke, Hampshire ; : Palgrave Macmillan,, 2010.
面頁冊數:	1 online resource (xviii, 181 p.) : : ill.
標題:	Branding (Marketing)
標題:	Communication in marketing.
標題:	BUSINESS & ECONOMICS - Advertising & Promotion.
標題:	Marketing.
標題:	Merken (commercie)
ISBN:	9780230297340 (electronic bk.)
ISBN:	023029734X (electronic bk.)
書目註:	Includes bibliographical references and index.
內容註:	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.
摘要、提要註:	The modern successful marketing manager needs to be able to use different media channels to reach specific audiences, but also to know through campaign 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.
電子資源:	An electronic book accessible through the World Wide Web; click for information

Integrated brand marketing and measuring returns[electronic resource] /
Integrated brand marketing and measuring returns[electronic resource] /edited by Philip J. Kitchen. - Basingstoke, Hampshire ;Palgrave Macmillan,2010. - 1 online resource (xviii, 181 p.) :ill.

Includes bibliographical references and index.

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.

The modern successful marketing manager needs to be able to use different media channels to reach specific audiences, but also to know through campaign 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.

ISBN: 9780230297340 (electronic bk.)

Standard No.: 9786612998898

Source: 345944Palgrave Macmillanhttp://www.palgraveconnect.comSubjects--Topical Terms:

339624
Branding (Marketing)
Index Terms--Genre/Form:

336502
Electronic books.

LC Class. No.: HF5415.1255 / .I56 2010

Dewey Class. No.: 658.8/27

Integrated brand marketing and measuring returns[electronic resource] /
LDR:03373cam 2200445Ka 4500 001 387431
003 OCoLC
005 20130621114645.0
006 m o d
007 cr cn|||||||||
008 131001s2010 nyua ob 001 0 eng d
019 $a 704274312 $a 706918946
020 $a 9780230297340 (electronic bk.)
020 $a 023029734X (electronic bk.)
020 $z 9780230577343
020 $z 0230577342
024 8 $a 9786612998898
029 1 $a AU@ $b 000046932619
035 $a (OCoLC)696331292 $z (OCoLC)704274312 $z (OCoLC)706918946
035 $a ocn696331292
037 $a 345944 $b Palgrave Macmillan $n http://www.palgraveconnect.com
040 $a UKPGM $b eng $c UKPGM $d EBLCP $d YDXCP $d N$T $d CDX $d OCLCQ $d MHW $d OCLCQ
049 $a TEFA
050 4 $a HF5415.1255 $b .I56 2010
072 7 $a BUS $x 002000 $2 bisacsh
082 0 4 $a 658.8/27 $2 22
245 0 0 $a Integrated brand marketing and measuring returns $h [electronic resource] / $c edited by Philip J. Kitchen.
260 $a Basingstoke, Hampshire ; $a New York : $b Palgrave Macmillan, $c 2010.
300 $a 1 online resource (xviii, 181 p.) : $b ill.
504 $a Includes bibliographical references and index.
505 0 $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.
520 $a The modern successful marketing manager needs to be able to use different media channels to reach specific audiences, but also to know through campaign 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.
520 $a "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 these criteria"-- $c Provided by publisher.
588 $a Description based on print version record.
650 0 $a Branding (Marketing) $3 339624
650 0 $a Communication in marketing. $3 336945
650 7 $a BUSINESS & ECONOMICS $x Advertising & Promotion. $2 bisacsh $3 445186
650 1 7 $a Marketing. $3 173043
650 1 7 $a Merken (commercie) $2 gtt $3 522484
655 4 $a Electronic books. $2 local $3 336502
700 1 $a Kitchen, Philip J. $3 372810
710 2 $a Palgrave Connect (Online service) $3 370384
776 0 8 $i Print version: $t Integrated brand marketing and measuring returns. $d Basingstoke, Hampshire ; New York : Palgrave Macmillan, 2010 $z 9780230577343 $w (DLC) 2010023839 $w (OCoLC)640917997
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
938 $a EBL - Ebook Library $b EBLB $n EBL652284
938 $a YBP Library Services $b YANK $n 3610607
938 $a Coutts Information Services $b COUT $n 17389083
938 $a EBSCOhost $b EBSC $n 356828
994 $a C0 $b TEF