Integrated Brand Marketing and Measuring Returns
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Integrated Brand Marketing and Measuring Returns

Author: Philip J. Kitchen

Description

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.

Keywords

Integrated Brand Marketing Brand Valuation Marketing Communication Measurement Marketing Mix Modelling Investment Integrated Communication Measuring Media Audiences

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