Marketing Communication Measurement in a Transformational Marketplace

Don E. Schultz

Chapter 3 in Integrated Brand Marketing and Measuring Returns, 2010, pp 58-93 from Palgrave Macmillan

Abstract: Abstract This chapter illustrates a process for measuring the returns on brand marketing activities in what is termed a ‘transformational marketplace’. Simply put, the argument is that brand marketing and marketing communication are being transformed by a number of internal and external factors. All will radically change how the discipline will operate now, develop in the future and be practiced and measured going forward. Figure 3.1 illustrates the general discontinuity brand marketing and communication are undergoing.

Keywords: Product Category; Medium Consumption; Media Usage; Media Form; Direct Mail (search for similar items in EconPapers)
Date: 2010
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-29734-0_3

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DOI: 10.1057/9780230297340_3

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