integrated communications planning in the digital era Young, Antony 1964- creator text bibliography nyu New York Palgrave Macmillan 2010 1st ed. monographic eng

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xii, 239 p. : ill. ; 25 cm. 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. 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 Antony Young. Includes bibliographical references and index. Branding (Marketing) Branding (Mercadeo) Mercadeo de productos de marca Internet marketing Marketing en Internet Social media Redes sociales HF 5415.1255 Y68b 2010 658.8/27 9780230104747 (hardback) 0230104746 (hardback) 2010025259 DLC 100615 20230411090757.0 16285131