Brand media strategy : integrated communications planning in the digital era / Antony Young
Material type:
TextPublication details: New York : Palgrave Macmillan, 2014 Edition: 2nd editionDescription: xii, 242 pages ; 25 cmISBN: - 9781349949755
- HF 5415.1255 Y68B 2014
| Item type | Current library | Collection | Shelving location | Call number | Status | Barcode | |
|---|---|---|---|---|---|---|---|
General Book
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SPU Library, Bangkok (Main Campus) | General Books (ENGLISH) | Floor 6: General Shelves (ENGLISH): H, J | HF 5415.1255 Y68B 2014 (Browse shelf(Opens below)) | Available | F068062 |
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| HF 5415.1255 S52C 2016 Creating a brand identity : a guide for designers / | HF 5415.1255 S52C 2019 Creating a brand identity : a guide for designers / | HF 5415.1255 T54T 2009 The truth about creating brands people love [book] | HF 5415.1255 Y68B 2014 Brand media strategy : integrated communications planning in the digital era / | HF 5415.126 ก685ท 2547 เทคนิคการทำตลาดทางตรง = [book] Direct marketing techniques / | HF 5415.126 ก685ท 2547 เทคนิคการทำตลาดทางตรง = [book] Direct marketing techniques / | HF 5415.126 ก685ท 2547 เทคนิคการทำตลาดทางตรง = [book] Direct marketing techniques / |
Includes bibliographical references and index
Google and Facebook : how they're changing the game -- The new media playbook : a new set of rules for a new media world -- A shift from media planning to communications planning : enter the super planner -- Focusing on outcomes, not outputs : setting the brand media strategy communication goals -- Insight over analysis : finding a way in for the brand media strategy -- 1 + 1 = 3 : sparking consumer brand conversations through media -- Conducting the orchestra : making integration real -- Unlocking moments of receptivity : how media context helps advertising -- Deliver more relevant communications -- Touch point selection : determining the right media channel mix -- Getting social : connecting through socially-enabled communications -- Execution is the X-factor : bringing the brand media strategy to life -- Measurement and metrics : making the brand media strategy accountable -- Big data and analytics : from mad men to math men (and women)
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