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Driving Brand Value: Using Integrated Marketing to Manage Profitable Shareholder Relationships [Hardcover]

Tom Duncan (Author), Thomas R. Duncan (Author), Sandra Moriarty (Author)

5.0 out of 5 stars See all reviews (1 customer review) |

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Book Description

Publication Date: February 1, 1997

This practical, "hands-on" guide to integrated marketing (IM) shows how it can enable companies to strategically use new database management systems and communication technologies to cost effectively, measure and control what until now has been considered the "intangible" side of business. Areas covered include: how to recognize the seven red flags of Marketing Dis-Integration; the 10 strategic drivers of IM; how to use "Mission Marketing" to achieve corporate goals; how to manage a brand's total "communication package"; and 20 tough questions to ask when looking for an IM agency.

#outer_postBodyPS { display: none; } #psGradient { display: none; } #psPlaceHolder { display: none; } #psExpand { display: none; } This practical, "hands-on" guide to integrated marketing (IM) shows how it can enable companies to strategically use new database management systems and communication technologies to cost effectively, measure and control what until now has been considered the "intangible" side of business. Areas covered include: how to recognize the seven red flags of Marketing Dis-Integration; the 10 strategic drivers of IM; how to use "Mission Marketing" to achieve corporate goals; how to manage a brand's total "communication package"; and 20 tough questions to ask when looking for an IM agency.

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Product Details

Hardcover: 312 pages
Publisher: McGraw-Hill Companies (February 1, 1997)
Language: English
ISBN-10: 0786308222
ISBN-13: 978-0786308224
Product Dimensions: 9 x 6.2 x 1.2 inches
Shipping Weight: 1.4 pounds

Average Customer Review: 5.0 out of 5 stars See all reviews (1 customer review)

Amazon Best Sellers Rank: #2,243,021 in Books (See Top 100 in Books)

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› Visit Amazon's Tom Duncan Page

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3 of 12 people found the following review helpful:

5.0 out of 5 stars Be prepared to 21st Century reading Driving Brand Value, November 15, 1998

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This review is from: Driving Brand Value: Using Integrated Marketing to Manage Profitable Shareholder Relationships (Hardcover)

Driving brand Value is the best business book that I have ever read. I recommend for everyone that want to be suceessful in the 21st century.

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Inside This Book (learn more)

First Sentence:
When trains pull into some of London's tube stations, passengers hear the warning, "Mind the gap!" Read the first page

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Citations (learn more)

This book cites 27 books:

The Fifth Discipline: The Art & Practice of the Learning Organization by Peter M. Senge on 4 pages
How to Achieve Zero-Defect Marketing by Allan J. Magrath on page 125, and page 167
Marketing Management by J. Paul Peter on page 95, and page 191
Built to Last by James C Collins on page 133, and page 148
Customer Bonding: Pathway to Lasting Customer Loyalty by Richard Cross on page 55

See all 27 books this book cites

9 books cite this book:

Emotional Branding : How Successful Brands Gain the Irrational Edge by Daryl Travis on 8 pages
Contemporary Advertising with PowerWeb and CD-ROM by William F. Arens in Back Matter (1), and Back Matter (2)
Blunder Boss: How Britain's Bosses are Failing You by Roger Trapp in Back Matter
Brand Manners: How to Create the Self Confident Organization to Live the Brand by Hamish Pringle in Back Matter
Total Relationship Marketing, Second Edition by Evert Gummesson on page 321

See all 9 books citing this book

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