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Integrated Brand Marketing and Measuring Returns

In: Integrated Brand Marketing and Measuring Returns

Author

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  • Philip J. Kitchen

Abstract

In March, 2008, AMEC — the Association for Measurement and Evaluation of Communication — hosted a practitioner conference in London where the twin themes in the title were addressed by all speakers. The speakers were as follows: Myself, topic given above. Jan Lindemann, the then Global Managing Director of Interbrand. He addressed the topic of ‘Building Brand Value Through Integrated Marketing’. Peter Cain, then Global Vice President of Econometrics at Millward Brown Optimor who addressed the topic of ‘Marketing Mix Modelling and Return on Investment’. The CEO of World Vision who addressed the topic of ‘How an Area Development Programme Works from an Integrated Perspective’. The CEO of Visit London who addressed how ‘Integrated Approaches Improved London Tourism.’ The conference was very well attended with many practitioners from multinationals and UK-based businesses, together with agency personnel who work closely with these companies to develop, implement, and measure returns from creative integrated communication programmes.

Suggested Citation

  • Philip J. Kitchen, 2010. "Integrated Brand Marketing and Measuring Returns," Palgrave Macmillan Books, in: Philip J. Kitchen (ed.), Integrated Brand Marketing and Measuring Returns, chapter 1, pages 1-8, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-29734-0_1
    DOI: 10.1057/9780230297340_1
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    Cited by:

    1. repec:zwi:journl:v:6:y:2011:i:4:p:335-353 is not listed on IDEAS
    2. Kaifeng Zhao & Seyed Hanif Mahboobi & Saeed Bagheri, 2017. "Revenue-based Attribution Modeling for Online Advertising," Papers 1710.06561, arXiv.org.
    3. Foroudi, Pantea & Nazarian, Alireza & Ziyadin, Sayabek & Kitchen, Philip & Hafeez, Khalid & Priporas, Costas & Pantano, Eleonora, 2020. "Co-creating brand image and reputation through stakeholder’s social network," Journal of Business Research, Elsevier, vol. 114(C), pages 42-59.
    4. Han-Kuang Tien, 2017. "How Much Should Managers Pay for Celebrity Endorsements?," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 9(2), pages 68-77, April.

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