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Integrated Brand Marketing and Measuring Returns

2010-07-07 Business & Economics
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Release : 2010-07-07
Genre : Business & Economics
Kind : eBook
Book Rating : 34X/5 ( reviews)

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Book Synopsis Integrated Brand Marketing and Measuring Returns by : P. Kitchen

Download or read book Integrated Brand Marketing and Measuring Returns written by P. Kitchen. This book was released on 2010-07-07. Available in PDF, EPUB and Kindle. Book excerpt: 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.

IMC, The Next Generation

2003-08-22 Business & Economics
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Release : 2003-08-22
Genre : Business & Economics
Kind : eBook
Book Rating : 219/5 ( reviews)

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Book Synopsis IMC, The Next Generation by : Don E. Schultz

Download or read book IMC, The Next Generation written by Don E. Schultz. This book was released on 2003-08-22. Available in PDF, EPUB and Kindle. Book excerpt: Strategies for binding customers to an organization--by determining the information they want and giving it to them In 1993, Don Schultz showed marketers how to coordinate their organizations' entire communications programs with the seminalIntegrated Marketing Communications. InIMC--The Next Generation, Schultz offers a refined and updated approach to the IMC model, one that goes beyond the messages an organization chooses to send to encompass the information that the customer wishes to receive or have access to. IMC--The Next Generation shows marketers how to build sustainable competitive advantage and ROI by combining and coordinating all methods through which buyers and sellers come together. Numerous cases and real-world examples reveal how to use today’s IMC model to: Integrate internal and external communications programs Influence customers at every contact point Build long-term brand relationships

Measuring Marketing and Brand Communications Performance

2020-02-18 Business & Economics
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Release : 2020-02-18
Genre : Business & Economics
Kind : eBook
Book Rating : 159/5 ( reviews)

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Book Synopsis Measuring Marketing and Brand Communications Performance by : Elenica Pjero

Download or read book Measuring Marketing and Brand Communications Performance written by Elenica Pjero. This book was released on 2020-02-18. Available in PDF, EPUB and Kindle. Book excerpt: Under the contemporary business conditions of hyper-competition, incessant change and pressure for growth and profitability, better management of marketing budgets has become an imperative for companies. In addition, properly monitoring and measuring marketing and brand communication strategies and tactics has become a critical factor for success across the geographic and typological organisational spectrum. This book explores how appropriately applied management initiatives on marketing and brand communications, through defined and measured consumer-centred processes, can be more successful and provide significant marketing return on investment (ROI). Moreover, the notions, methods and approaches described here ultimately constitute the tools of developing, measuring and improving strategy design and implementation. In addition, they are linked to a number of wider business goals, such as increased customer basis, stronger customer relationships, cost control, increased consumer loyalty, and brand building. In this vein, the book proposes various means of generating greater returns from marketing and brand investments, maximising both their efficiency and effectiveness. This, in turn, allows for greater financial resources to be reinvested towards consumer and employee satisfaction, strengthening the stability and viability of the company.

Profitable Marketing Communications

2007 Business & Economics
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Release : 2007
Genre : Business & Economics
Kind : eBook
Book Rating : 421/5 ( reviews)

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Book Synopsis Profitable Marketing Communications by : Antony Young

Download or read book Profitable Marketing Communications written by Antony Young. This book was released on 2007. Available in PDF, EPUB and Kindle. Book excerpt: The authors propose a new marketing model to help business owners and marketing professionals apply an investment-led approach where the focus is value, not cost. This guide introduces investment disciplines and strategies to marketing practices.

The Evolution of Integrated Marketing Communications

2013-12-16 Business & Economics
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Release : 2013-12-16
Genre : Business & Economics
Kind : eBook
Book Rating : 605/5 ( reviews)

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Book Synopsis The Evolution of Integrated Marketing Communications by : Don Schultz

Download or read book The Evolution of Integrated Marketing Communications written by Don Schultz. This book was released on 2013-12-16. Available in PDF, EPUB and Kindle. Book excerpt: This book reviews, updates and enhances the basic concepts surrounding the academic theory and practice of Integrated Marketing Communication (IMC). Since the introduction of IMC in the late 1980s, the concept has spread around the world. In that expansion, many authors have written about IMC; practitioners have adopted and adapted the concept to fit their own market situations. Further, dramatic changes have occurred in the technologies used in marketing communications which consumers have accepted and employed in their consumption of marketers' messages and incentives. Thus, there have been dramatic changes in how IMC was initially envisioned and how it has developed over time. This book identifies and discusses these changes, how they have occurred and what they mean going forward for all types of marketers around the world. Thus, IMC, and indeed integration of communications at all organisational levels is an essential in the 21st century organisations. This book was published as a special issue of the Journal of Marketing Communications.

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