The modern successful marketing manager needs to be able not only 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
-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.
Philip J. Kitchen, PhD, is Chair of Strategic Marketing at Hull University Business School, UK. He is Affiliated Professor, School of Business, University of Rennes; Editor of the Journal of Marketing Communications and has published 12 books and over 100 papers in leading journals around the world. Listed as one of the 'The Top 50 Gurus who have influenced the Future of Marketing' in Marketing Business, 2003. He is also Fellow of CIM, RSA, HEA; and Member of the ALCS, Institute of Marketing Science, Institute of Directors (UK).