Driving Brand Value: Using Integrated Marketing to Manage Profitable Shareholder Relationships

Duncan, Tom; Moriarty, Sandra

ISBN 10: 0786308222 / ISBN 13: 9780786308224

Published by McGraw-Hill, 1997

About this Item

NOT an ex library book. 284 pages including the index. Dust jacket has no chips or tears, price is not clipped.

Seller Inventory # 334993

Bibliographic Details

• Title: Driving Brand Value: Using Integrated Marketing to Manage Profitable Shareholder Relationships
• Publisher: McGraw-Hill
• Publication Date: 1997
• Language: English
• ISBN 10: 0786308222
• ISBN 13: 9780786308224
• Binding: Hardcover
• Edition: 3rd print.
• Condition: near fine
• Dust Jacket Condition: fine

About this title

Synopsis

This practical, "hands-on" guide to integrated marketing (IM) shows how it can enable companies to strategically use new database management systems and communication technologies to cost effectively, measure and control what until now has been considered the "intangible" side of business. Areas covered include: how to recognize the seven red flags of Marketing Dis-Integration; the 10 strategic drivers of IM; how to use "Mission Marketing" to achieve corporate goals; how to manage a brand's total "communication package"; and 20 tough questions to ask when looking for an IM agency.