Integrated Brand Marketing and Measuring Returns
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 crit
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Also by Philip J. Kitchen Kitchen, P.J. (1997, reprinted 1999, 2000, 2002, 2003, 2005, 2007, 2008) Public Relations: Principles and Practice, International Thomson Business Press. ISBN 1-86152-091-3. Translated into Russian, May 2002. Kitchen, P.J. (1999, reprinted 2001, 2004, 2005, 2007) Marketing Communications: Principles and Practice, Thomson Learning; ISBN: 1-86152-196-0. Schultz, D.E. and Kitchen, P.J. (2000) Communicating Globally: An Integrated Marketing Approach, NTC Business Books, Chicago and Macmillan Business, Basingstoke. Hardback ISBN: 0-333-92137-2. Paperback ISBN: 0-333-92138-0. ——— Published as an E-book, Spring 2003. http://ebooks.ebookmall.com/ title/communicating-globally-kitchen-schultz-ebooks.htm Kitchen, P.J. and Schultz, D.E. (2001) Raising the Corporate Umbrella, Palgrave Macmillan, Basingstoke. ISBN: 0-333-92639-0. Kitchen, P.J. and Proctor, R.A. (Editors) (2001) Marketing: The Informed Student Guide, Thomson Learning. ISBN: 1-86152-546-X. Kitchen, P.J. Editor (2003) The Future of Marketing: Critical 21st Century Perspectives, Palgrave Macmillan, Basingstoke. ISBN: 0-333-99286-5. ——— Ibid., in Mandarin, 2004, ISBN 7-80207-036-8; paperback. Kitchen, P.J. (Editor) (2003) The Rhetoric and Reality of Marketing: An International Managerial Approach, Palgrave Macmillan, Basingstoke. Hardback. ISBN: 0-333-98732-2. Kitchen, P.J. (Editor) (2004) Marketing Mind Prints, Palgrave Macmillan, Basingstoke. ISBN: 1-4039-0682-3. Kitchen, P.J. and de Pelsmacker, P. (2004) Integrated Marketing Communications: A Primer, Routledge, London. ISBN 0-415-31420-8 (hbk); 0-0415-31421-6 (pbk). Schultz, D.E. and Kitchen, P.J. (2004) Communicating Globally: An Integrated Marketing Approach, NTC Business Books, Chicago. In Russian ISBN: 5-16001938-3 (hbk); 0-8442-2522-3 (pbk). Kitchen, P.J., de Pelsmacker, P., Eagle, L., Schultz, D.E. (2005) A Reader in Marketing Communications, Routledge, London. December 2005. ISBN: 0-415-35648-2 (hbk); 0-415-35649-0 (pbk). Kitchen, P.J. (Editor) (2008) Marketing Metaphors and Metamorphosis, Palgrave Macmillan, Basingstoke. ISBN: 978-1-4039-9861-3.
Integrated Brand Marketing and Measuring Returns Edited by
Philip J. Kitchen
Selection and editorial content © Philip J. Kitchen 2010 Individual chapters © the contributors 2010 Softcover reprint of the hardcover 1st edition 2010 978-0-230-57734-3
All rights reserved. No reproduction, copy or transmission of this publication may be made without written permission. No portion of this publication may be reproduced, copied or transmitted save with written permission or in accordance with the provisions of the Copyright, Designs and Patents Act 1988, or under the terms of any licence permitting limited copying issued by the Copyright Licensing Agency, Saffron House, 6-10 Kirby Street, London EC1N 8TS. Any person who does any unauthorized act in relation to this publication may be liable to criminal prosecution and civil claims for damages. The authors have asserted their rights to be identified as the authors of this work in accordance
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