Integrated Brand Marketing and Measuring Returns (repost)
Philip J. Kitchen, "Integrated Brand Marketing and Measuring Returns"
English | ISBN 10: 0230577342 | 2010 | PDF | 176 pages | 3,2 MB
English | ISBN 10: 0230577342 | 2010 | PDF | 176 pages | 3,2 MB
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.