| 000 | 02439cam a2200409 i 4500 | ||
|---|---|---|---|
| 001 | 18028687 | ||
| 003 | KeNa-CAJ | ||
| 005 | 20201119084343.0 | ||
| 008 | 140203s2014 nyua b 001 0 eng | ||
| 020 | _a9781137279569 (alk. paper) | ||
| 040 |
_aDLC _beng _cDLC _dDLC _dKeNa-CAJ _erda _dDLC |
||
| 042 | _apcc | ||
| 050 | 0 | 0 |
_aHF5415.1255 _b.Y68 2014 |
| 082 | 0 | 0 |
_a658.8/27 _223 |
| 100 | 1 |
_aYoung, Antony, _d1964- _97624 |
|
| 245 | 1 | 0 |
_aBrand media strategy : _bintegrated communications planning in the digital era / _cAntony Young. |
| 250 | _aSecond edition. | ||
| 264 | 1 |
_aNew York, NY : _bPalgrave Macmillan, _c[2014] |
|
| 300 |
_axii, 242 pages : _billustrations ; _c25 cm |
||
| 336 |
_atext _2rdacontent |
||
| 337 |
_aunmediated _2rdamedia |
||
| 338 |
_avolume _2rdacarrier |
||
| 504 | _aIncludes bibliographical references and index. | ||
| 505 | 0 | _aGoogle 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). | |
| 650 | 0 |
_aBranding (Marketing) _97625 |
|
| 650 | 0 |
_aInternet marketing. _97538 |
|
| 650 | 0 |
_aSocial media. _97540 |
|
| 650 | 0 |
_agoogle and facebook _97626 |
|
| 650 | 0 |
_anew media playbook _97627 |
|
| 650 | 0 |
_ashift from media planning to communications planning _97628 |
|
| 650 | 0 |
_afocusing on outcomes not outputs _97629 |
|
| 650 | 0 |
_ainsight over analysis _97630 |
|
| 650 | 0 |
_a1+1=3 _97631 |
|
| 906 |
_a7 _bcbc _corignew _d1 _eecip _f20 _gy-gencatlg |
||
| 942 |
_2ddc _cB _i658.8/27 |
||
| 999 |
_c1380 _d1380 |
||