Overview
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About this book
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.
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Table of contents (6 chapters)
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Front Matter
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Back Matter
Editors and Affiliations
About the editor
PHILIP J. KITCHEN, PhD. Chair of Strategic Marketing at Hull University Business School, UK; Affiliated Professor, School of Business, University of Rennes; 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 Gurus who have influenced the Future of Marketing' in, Marketing Business, 2003. Fellow of CIM, RSA, HEA; and Member of the ALCS, Institute of Marketing Science, Institute of Directors (UK).
Bibliographic Information
Book Title: Integrated Brand Marketing and Measuring Returns
Editors: Philip J. Kitchen
DOI: https://doi.org/10.1057/9780230297340
Publisher: Palgrave Macmillan London
eBook Packages: Palgrave Business & Management Collection, Business and Management (R0)
Copyright Information: Palgrave Macmillan, a division of Macmillan Publishers Limited 2010
Hardcover ISBN: 978-0-230-57734-3Published: 07 July 2010
Softcover ISBN: 978-1-349-36705-4Published: 27 August 2016
eBook ISBN: 978-0-230-29734-0Published: 07 July 2010
Edition Number: 1
Number of Pages: XVIII, 181
Topics: Marketing, Business Strategy/Leadership, Market Research/Competitive Intelligence, Economics, general