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Brand media strategy : integrated communications planning in the digital era / Antony Young.

By: Material type: TextTextPublication details: New York : Palgrave Macmillan, 2010.Edition: 1st edDescription: xii, 239 p. : ill. ; 24 cmISBN:
  • 9780230104747 (hardback)
  • 0230104746 (hardback)
Subject(s): DDC classification:
  • 658.827 YOU/Bra 22
LOC classification:
  • HF5415.1255 .Y68 2010
Summary: "From YouTube to Facebook to the iPhone, today's media landscape offers more tools and platforms for the savvy marketer than ever before. And with this rapidly evolving technology come powerful ways to track what's working, what's not, and how to get the maximum impact for your brand in a shrinking economy. Media and brand expert Antony Young explores how today's most innovative marketers are integrating the latest media tools into a comprehensive strategy to grow their brands and are getting unprecedented results. He explores: * the future of advertising in traditional media and how to judge the investment's value in today's results-driven marketing world * how to get the maximum impact out of digital media, including online searches, social media, and mobile phones * the importance of employing non-traditional media vehicles, such as marketing PR, branded entertainment, and product placement. This is a must read for every marketer to help increase their brand's exposure while staying on budget"--Provided by publisher.
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Holdings
Item type Current library Call number Status Date due Barcode
Books Books Goa University Library General Stacks 658.827 YOU/Bra (Browse shelf(Opens below)) Available 140976

Includes bibliographical references and index.

"From YouTube to Facebook to the iPhone, today's media landscape offers more tools and platforms for the savvy marketer than ever before. And with this rapidly evolving technology come powerful ways to track what's working, what's not, and how to get the maximum impact for your brand in a shrinking economy. Media and brand expert Antony Young explores how today's most innovative marketers are integrating the latest media tools into a comprehensive strategy to grow their brands and are getting unprecedented results. He explores: * the future of advertising in traditional media and how to judge the investment's value in today's results-driven marketing world * how to get the maximum impact out of digital media, including online searches, social media, and mobile phones * the importance of employing non-traditional media vehicles, such as marketing PR, branded entertainment, and product placement. This is a must read for every marketer to help increase their brand's exposure while staying on budget"--Provided by publisher.

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