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Driving Brand Value: Using Integrated Marketing to Manage Profitable Shareholder Relationships
Driving Brand Value Using Integrated Marketing to Manage Profitable Shareholder Relationships
Author: Tom Duncan, Sandra Moriarty
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...  more »
ISBN-13: 9780786308224
ISBN-10: 0786308222
Publication Date: 2/1/1997
Pages: 312
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Publisher: McGraw-Hill Companies
Book Type: Hardcover
Members Wishing: 0
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