Driving Brand Value: Using Integrated Marketing to Manage Profitable Stakeholder Relationships - Hardcover

Duncan, Tom; Moriarty, Sandra E.

 
9780786308224: Driving Brand Value: Using Integrated Marketing to Manage Profitable Stakeholder Relationships
Hardcover
ISBN 10: 0786308222 ISBN 13: 9780786308224
Verlag: Irwin Professional Publishing, 1997

Inhaltsangabe

This practical, "hands-on" guide to integrated marketing (IM) shows how it can enable companies to strategically use new database management systems and communication technologies to cost effectively, measure and control what until now has been considered the "intangible" side of business. Areas covered include: how to recognize the seven red flags of Marketing Dis-Integration; the 10 strategic drivers of IM; how to use "Mission Marketing" to achieve corporate goals; how to manage a brand's total "communication package"; and 20 tough questions to ask when looking for an IM agency.

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Reseña del editor

This practical, "hands-on" guide to integrated marketing (IM) shows how it can enable companies to strategically use new database management systems and communication technologies to cost effectively, measure and control what until now has been considered the "intangible" side of business. Areas covered include: how to recognize the seven red flags of Marketing Dis-Integration; the 10 strategic drivers of IM; how to use "Mission Marketing" to achieve corporate goals; how to manage a brand's total "communication package"; and 20 tough questions to ask when looking for an IM agency.

„Über diesen Titel“ kann sich auf eine andere Ausgabe dieses Titels beziehen.

Verlag
Irwin Professional Publishing
Erscheinungsdatum
1997
Sprache
Englisch
ISBN 10 
0786308222
ISBN 13 
9780786308224
Einband
Tapa dura
Anzahl der Seiten
312
Kontakt zum Hersteller
Nicht verfügbar
Verantwortliche Person
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