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HAWAII STATE PUBLIC LIBRARY SYSTEM
Item Information
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More by this author
Young, Antony, 1964-
Subjects
Branding (Marketing)
Internet marketing.
Social media.
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by author:
Young, Antony, 1964-
by title:
Brand media strategy...
MARC Display
Brand media strategy : integrated communications planning in the digital era / Antony Young.
by
Young, Antony, 1964-
New York, NY : Palgrave Macmillan, 2014.
Subjects
Branding (Marketing)
Internet marketing.
Social media.
ISBN:
9781137279569 (alk. paper) :
1137279567 (alk. paper)
9781349949755 (paperback)
Description:
xii, 242 pages : illustrations ; 25 cm
Edition:
Second edition.
Contents:
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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Hawaii State Library
Business, Science & Technology
658.827 Yo
Checked In
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Hilo Public Library
Adult Nonfiction
658.827 Young
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Hilo Public Library
Adult Nonfiction
658.827 Young
Lost
11/21/2017
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Kapolei Public Library
Adult Nonfiction
658.827 Yo
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Salt Lake-Moanalua Public Library
Adult Nonfiction
658.827 Yo
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