Integrated Brand Marketing and Measuring Returns

MARK BALNAVES PETER CAIN DON E. SCHULTZ JOANNE SEDDON KELLY WALSH

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.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.