ENGLISH

Integrated Brand Marketing and Measuring Returns

By Philip J. Kitchen

Book information

Publisher
Palgrave Macmillan
Year
2010
ISBN
0230577342, 9780230577343
Language
english
Format
PDF
Filesize
3 MB (3489009 bytes)
Pages
200\200
Orientation
yes
Scanned
no
Time added
2012-02-04 16:00:00

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.

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