Brand media strategy : integrated communications planning in the digital era / Antony Young.

By:

Young, Antony, 1964-

Material type: Text

TextLanguage: English Publication details: New York : Palgrave Macmillan, 2010.Edition: 1st edDescription: xii, 239 p. : ill. ; 25 cmISBN:

9780230104747 (hardback)
0230104746 (hardback)

Subject(s):

DDC classification:

658.8/27

LOC classification:

HF 5415.1255 Y68b 2010

Contents:

Brand Media Strategy Explained The New Rules of Engagement Outcomes, Not Outputs Why Coke and Pepsi Can't Have the Same Media Strategy Why Consumer Funnels are Back in Style Dashboards and Ten Other Ways of Measuring Marketing Effectiveness I Want My Subservient Chicken 1+1=3. Creating Wider Consumer Conversations in Media Bringing Everything under One Roof Execution is the X-Factor Brand Case Studies - Evaluating the Best of the Best Getting it Done - The Right Steps to Succeed

Summary: A New Guide To Incorporating Today's Powerful Media Tools Into A Comprehensive Brand Strategy from YouTube to Facebook to the iPad, today's media landscape offers more tools and platforms for the savvy marketer than ever before. And with this rapidly evolving technology come powerful ways to track what's working and what's not and to ensure that you get the maximum impact for your brand.

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Holdings
Item type	Current library	Home library	Collection	Shelving location	Call number	Copy number	Status	Date due	Barcode
Libro	Biblioteca Juan Bosch	Biblioteca Juan Bosch	Ciencias Sociales	Ciencias Sociales (3er. Piso)	HF 5415.1255 Y68b 2010 (Browse shelf(Opens below))	1	Available		00000158489

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Includes bibliographical references and index.

A New Guide To Incorporating Today's Powerful Media Tools Into A Comprehensive Brand Strategy from YouTube to Facebook to the iPad, today's media landscape offers more tools and platforms for the savvy marketer than ever before. And with this rapidly evolving technology come powerful ways to track what's working and what's not and to ensure that you get the maximum impact for your brand.

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