Brand Media Strategy: Integrated Communications Planning in the Digital Era

Brand Media Strategy: Integrated Communications Planning in the Digital Era

by Antony Young
     
 

ISBN-10: 0230104746

ISBN-13: 9780230104747

Pub. Date: 12/21/2010

Publisher: Palgrave Macmillan

Today's sophisticated media landscape offers more tools and platforms, for the savvy marketer than ever before. Media & brand expert Antony Young explores how today's most innovative marketers are meeting the challenge by employing the latest media tools in ways never before seen to grow their brands, and getting unprecedented results.  See more details below

Overview

Today's sophisticated media landscape offers more tools and platforms, for the savvy marketer than ever before. Media & brand expert Antony Young explores how today's most innovative marketers are meeting the challenge by employing the latest media tools in ways never before seen to grow their brands, and getting unprecedented results.

Product Details

ISBN-13:
9780230104747
Publisher:
Palgrave Macmillan
Publication date:
12/21/2010
Pages:
256
Product dimensions:
6.40(w) x 9.30(h) x 1.00(d)

Table of Contents

Brand Media Strategy Explained The New Rules of Engagement Outcomes, Not Outputs Why Coke and Pepsi Can't Have the Same Media Strategy Why Consumer Funnels are Back in Style Dashboards and Ten Other Ways of Measuring Marketing Effectiveness I Want My Subservient Chicken 1+1=3. Creating Wider Consumer Conversations in Media Bringing Everything under One Roof Execution is the X-Factor Brand Case Studies – Evaluating the Best of the Best Getting it Done - The Right Steps to Succeed

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