Driving brand value : using integrated marketing to manage profitable stakeholder relationships
著者
書誌事項
Driving brand value : using integrated marketing to manage profitable stakeholder relationships
McGraw-Hill, 1997
大学図書館所蔵 全23件
注記
Includes bibliographical references and index
内容説明・目次
内容説明
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.
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