 Integrated Brand Marketing and Measuring ReturnsPhilip J. Kitchen Chapter 1 in Integrated Brand Marketing and Measuring Returns, 2010, pp 1-8 from Palgrave Macmillan Abstract: Abstract In March, 2008, AMEC — the Association for Measurement and Evaluation of Communication — hosted a practitioner conference in London where the twin themes in the title were addressed by all speakers. The speakers were as follows: Myself, topic given above. Jan Lindemann, the then Global Managing Director of Interbrand. He addressed the topic of ‘Building Brand Value Through Integrated Marketing’. Peter Cain, then Global Vice President of Econometrics at Millward Brown Optimor who addressed the topic of ‘Marketing Mix Modelling and Return on Investment’. The CEO of World Vision who addressed the topic of ‘How an Area Development Programme Works from an Integrated Perspective’. The CEO of Visit London who addressed how ‘Integrated Approaches Improved London Tourism.’ The conference was very well attended with many practitioners from multinationals and UK-based businesses, together with agency personnel who work closely with these companies to develop, implement, and measure returns from creative integrated communication programmes. Keywords: Brand Equity; Measuring Return; Direct Mail; Corporate Brand; Sales Promotion (search for similar items in EconPapers) There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it. Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-29734-0_1 Ordering information: This item can be ordered from Access Statistics for this chapter More chapters in Palgrave Macmillan Books from Palgrave Macmillan |
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