Integrated brand marketing and measuring returns / edited by Philip J. Kitchen.

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 diffe...

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Bibliographic Details

Online Access:	Full Text (via Springer)
Other Authors:	Kitchen, Philip J. (Editor)
Format:	eBook
Language:	English
Published:	Basingstoke, Hampshire ; New York : Palgrave Macmillan, 2010.
Subjects:	Branding (Marketing) Communication in marketing.