Focusing on Outcomes, Not Outputs

Antony Young

Chapter Chapter 4 in Brand Media Strategy, 2014, pp 45-60 from Palgrave Macmillan

Abstract: Abstract A clearly articulated, inspiring and measurable communication goal is the cornerstone of a successful Brand Media Strategy. That’s why this chapter may well be the most important in the book.

Keywords: Chief Executive; Brand Equity; Advertising Campaign; Business Goal; Test Drive (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-44771-5_5

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DOI: 10.1057/9781137447715_5

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