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Marketing Communication Measurement in a Transformational Marketplace

In: Integrated Brand Marketing and Measuring Returns

Author

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  • Don E. Schultz

Abstract

This chapter illustrates a process for measuring the returns on brand marketing activities in what is termed a ‘transformational marketplace’. Simply put, the argument is that brand marketing and marketing communication are being transformed by a number of internal and external factors. All will radically change how the discipline will operate now, develop in the future and be practiced and measured going forward. Figure 3.1 illustrates the general discontinuity brand marketing and communication are undergoing.

Suggested Citation

  • Don E. Schultz, 2010. "Marketing Communication Measurement in a Transformational Marketplace," Palgrave Macmillan Books, in: Philip J. Kitchen (ed.), Integrated Brand Marketing and Measuring Returns, chapter 3, pages 58-93, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-29734-0_3
    DOI: 10.1057/9780230297340_3
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