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Palgrave Macmillan

Integrated Brand Marketing and Measuring Returns

  • Book
  • © 2010

Overview

Editors:
  1. Philip J. Kitchen

    1. University of Hull Business School, UK
      Communications and International Strategy (CMCIS), UK

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Table of contents (6 chapters)

  1. Front Matter

    Pages i-xviii
    Download chapter PDF

  2. Integrated Brand Marketing and Measuring Returns

    • Philip J. Kitchen
    Pages 1-8

  3. Brand Valuation and IMC

    • Joanna Seddon
    Pages 9-57

  4. Marketing Communication Measurement in a Transformational Marketplace

    • Don E. Schultz
    Pages 58-93

  5. Marketing Mix Modelling and Return on Investment

    • Peter M. Cain
    Pages 94-130

  6. The Secret of Successful Integrated Communication: Integrated Teams and ROI

    • Kelly Walsh
    Pages 131-143

  7. Measuring Media Audiences and Using Media Research

    • Mark Balnaves
    Pages 144-175

  8. Back Matter

    Pages 176-181
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Keywords

About this book

A successful marketing manager needs to be able to use different media channels to reach specific audiences, and know through campaign research and evaluation, how the component parts of integrated brand marketing are working. This book explores this criteria.

Editors and Affiliations

  • University of Hull Business School, UK

    Philip J. Kitchen

  • Communications and International Strategy (CMCIS), UK

    Philip J. Kitchen

About the editor

PHILIP J. KITCHEN, PhD. Chair of Strategic Marketing at Hull University Business School, UK; Affiliated Professor, School of Business, University of Rennes; Editor of the Journal of Marketing Communications. He 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. Fellow of CIM, RSA, HEA; and Member of the ALCS, Institute of Marketing Science, Institute of Directors (UK).

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