Brand Media Strategy

Integrated Communications Planning in the Digital Era
2014
ISBN: 978-1-137-27956-9
Verlag: Palgrave MacMillan Us

Buch, Englisch, 246 Seiten, Format (B × H): 159 mm x 241 mm, Gewicht: 5148 g

Today's sophisticated media landscape offers more tools and platforms, for the savvy marketer than ever before. Media & brand expert Antony Young explores how today's most innovative marketers are meeting the challenge by employing the latest media tools in ways never before seen to grow their brands, and getting unprecedented results.

Autoren/Hrsg.

Young, A.

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Management Strategisches Management
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management E-Commerce, E-Business, E-Marketing

Inhaltsverzeichnis

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

Über Autor(innen)

ANTONY YOUNG CEO of Optimedia International Inc. and has been responsible for developing strategy and executing media campaigns across 16 different countries for some of the most influential global brands, including Sony, Coca-Cola, McDonald's, Nokia, Procter & Gamble, T-Mobile, and Toyota. He is the co-author of Profitable Marketing Communications and is a regular analyst and writer on media strategy for Advertising Age. In 2003, Young was rated by Mediaweek as one of the top 25 most influential people in the media industry.