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As products, pricing and distribution are fast becoming commodities, companies are discovering that strong brand relationships are an added value and a way to sustain growth. Integrated marketing (IM) is the cross-functional process for creating this brand value. It's a blueprint for managing relationship-sensitive factors such as critical brand contact points, two-way interactivity with customers and aftermarket support. IM shows companies how to strategically use new database management systems and communication technologies to cost effectively measure and control what until now was considered the ``intangible'' side of business. With the increase in mergers, acquisitions, global expansion and competition, growing and retaining brand relationships has never been tougher. Authors Tom Duncan and Sandra Moriarty's practical, hands-on business model for integrated marketing addresses these challenges. Through case studies of Saturn, Montblanc and Gillette, Driving Brand Value shows managers what processes need to be in place and how companies need to be organized to use IM. Driving Brand Value shows executives: How to recognize the 7 red flags of Marketing Dis-Integration; The 10 strategic drivers of Integrated Marketing; How to use Mission Marketing to achieve corporate goals; How to manage a brand's total communication package; 20 tough questions to ask when looking for an IM agency.
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Inside This Book
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First Sentence:
When trains pull into some of London's tube stations, passengers hear the warning, "Mind the gap!" Read the first page New!
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Front Cover | Front Flap | Table of Contents | First Pages | Index | Back Flap | Back Cover | Surprise Me!
When trains pull into some of London's tube stations, passengers hear the warning, "Mind the gap!" Read the first page New!
Concordance | Text Stats Browse Sample Pages:
Front Cover | Front Flap | Table of Contents | First Pages | Index | Back Flap | Back Cover | Surprise Me!
Citations (learn more)
This book cites 27
books:
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9
books
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- 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: Successful Habits of Visionary Companies 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
- 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 by Evert Gummesson on page 321
See all 9 books citing this book
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