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Foreword: The Communications Revolution Introduction: Welcome to the Marketing Communication Revolution Part One. An Introduction to the Idea of Brands 1. Marketing and Communication in the Twenty-First-Century Marketplace 2. Brands and Branding 3. Building Brand Value 4. The IBC Planning Process and Fstimating Customer Value 5. Converting Customer Knowledge into IBC Programs: The IBC Strategy Part Two: Understanding Consumers and Their Relationship to Brands 6. Consumer Behavior and Information Processing 7. Researching the Relationship Between the Consumer and the Brand 8. Developing Communication Investment Strategies Part Three: Campaign Strategy: The Elements of Effective Campaigns 9. Brand Building: Mass Media Advertising 10. Brand Building: Public Relations 11. Business Building: Trade Sales Promotion 12. Business Building: Consumer Sales Promotion 13. Business Building and Brand Building: Direct Response and Interactive Media Part Four: Campaign Evaluation: Issues in Campaign Management 14. Using Media to Deliver Brand Messages and Incentives 15. Measuring the Results of IBC Programs 16. Selling Management on the IBC Plan