Integrated Brand Marketing and Measuring Returns (Electronic book text)

The modern successful marketing manager needs to be able to use different media channels to reach specific audiences, but also to know through campaign research and evaluation, how the component parts of integrated brand marketing are working. In this book each chapter explores: / how to measure different media channels to reach specific audiences; / how to ensure consistent messages are delivered to specific audiences; / how to measure if the component parts of integrated marketing are working; and / approaches on how to measure the overall return on investment. The business that really understands its customers and works with them, with the recognition that business is demand-driven, will have an enormous source of ongoing information that should underpin competitive advantage. This book explores these issues in depth.