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Integrated Brand Marketing and Measuring Returns

  • Philip J. Kitchen

Table of contents

  1. Front Matter
    Pages i-xviii
  2. Joanna Seddon
    Pages 9-57
  3. Back Matter
    Pages 176-181

About this book

Introduction

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.

Keywords

brand communication evaluation Investment marketing

Editors and affiliations

  • Philip J. Kitchen
    • 1
    • 2
  1. 1.University of Hull Business SchoolUK
  2. 2.Communications and International Strategy (CMCIS)UK

Bibliographic information

Industry Sectors
Pharma
Automotive
Chemical Manufacturing
Biotechnology
Finance, Business & Banking
Telecommunications
Consumer Packaged Goods