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• catalog abstract "As products, pricing and distribution fast become commodities, companies are discovering that managing brand relationships is the most effective way to increase brand equity. Driving Brand Value shows how to use the cross-functional process of integrated marketing (IM) to create, maintain, and grow profitable relationships with customers and other stakeholders. IM is a guide for managing relationship-sensitive factors such as intrinsic and created brand contact points; the integration of mass, interactive and addressable media; strategic consistency; and mission marketing. With the increase mergers, acquisitions, global expansion and competition, retaining and growing brand relationships has never been tougher. Driving Brand Value presents a practical, hands-on business model for addressing these challenges. Authors Tom Duncan and Sandra Moriarty show companies how to strategically use new relationship-building tools, database management systems and communication technologies to cost-effectively measure and control what until now was considered the "intangible" side of business.".
• catalog contributor b10392409.
• catalog contributor b10392410.
• catalog created "c1997.".
• catalog date "1997".
• catalog date "c1997.".
• catalog dateCopyrighted "c1997.".
• catalog description "As products, pricing and distribution fast become commodities, companies are discovering that managing brand relationships is the most effective way to increase brand equity. Driving Brand Value shows how to use the cross-functional process of integrated marketing (IM) to create, maintain, and grow profitable relationships with customers and other stakeholders. IM is a guide for managing relationship-sensitive factors such as intrinsic and created brand contact points; the integration of mass, interactive and addressable media; strategic consistency; and mission marketing.".
• catalog description "Includes bibliographical references and index.".
• catalog description "Managing the intangible side of business -- Overcoming barriers to integrated marketing -- Focus on brand relationships -- Manage stakeholder impact and overlap -- Develop strategic consistency -- Make interactivity purposeful -- Market the mission -- Use zero based planning strategy -- Use cross functional planning and monitoring -- Create core competencies -- Make integrated marketing data driven -- Create a partnership with an integrated communication agency -- Evaluate using relationship metrics and the IM audit.".
• catalog description "With the increase mergers, acquisitions, global expansion and competition, retaining and growing brand relationships has never been tougher. Driving Brand Value presents a practical, hands-on business model for addressing these challenges. Authors Tom Duncan and Sandra Moriarty show companies how to strategically use new relationship-building tools, database management systems and communication technologies to cost-effectively measure and control what until now was considered the "intangible" side of business.".
• catalog extent "xix, 284 p. :".
• catalog hasFormat "Driving brand value.".
• catalog identifier "0786308222".
• catalog isFormatOf "Driving brand value.".
• catalog issued "1997".
• catalog issued "c1997.".
• catalog language "eng".
• catalog publisher "New York : McGraw-Hill,".
• catalog relation "Driving brand value.".
• catalog subject "658.8/27 21".
• catalog subject "Brand name products Marketing Management Case studies.".
• catalog subject "Brand name products Marketing Management.".
• catalog subject "Branding (Marketing) Case studies.".
• catalog subject "Branding (Marketing)".
• catalog subject "Corporate image Case studies.".
• catalog subject "HF5415.13 .D845 1997".
• catalog tableOfContents "Managing the intangible side of business -- Overcoming barriers to integrated marketing -- Focus on brand relationships -- Manage stakeholder impact and overlap -- Develop strategic consistency -- Make interactivity purposeful -- Market the mission -- Use zero based planning strategy -- Use cross functional planning and monitoring -- Create core competencies -- Make integrated marketing data driven -- Create a partnership with an integrated communication agency -- Evaluate using relationship metrics and the IM audit.".
• catalog title "Driving brand value : using integrated marketing to manage profitable stakeholder relationships / Tom Duncan, Sandra Moriarty.".
• catalog type "Case studies. fast".
• catalog type "text".