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Author Duncan, Tom (Thomas R.)

Title Driving brand value : using integrated marketing to manage profitable stakeholder relationships / Tom Duncan, Sandra Moriarty.

Published New York : McGraw-Hill, [1997]


Location Call No. Status
 UniM Giblin Eunson  658.827 DUNC    AVAILABLE
Physical description xix, 284 pages : illustrations ; 24 cm
Bibliography Includes bibliographical references and index.
Contents Ch. 1. Managing the Intangible Side of Business -- Ch. 2. Overcoming Barriers to Integrated Marketing -- Ch. 3. Focus on Brand Relationships -- Ch. 4. Manage Stakeholder Impact and Overlap -- Ch. 5. Develop Strategic Consistency -- Ch. 6. Make Interactivity Purposeful -- Ch. 7. Market the Mission -- Ch. 8. Use Zero-Based Planning Strategy -- Ch. 9. Use Cross-Functional Planning and Monitoring -- Ch. 10. Create Core Competencies -- Ch. 11. Make Integrated Marketing Data-Driven -- Ch. 12. Create a Partnership with an Integrated Communication Agency -- Ch. 13. Evaluate Using Relationship Metrics and the IM Audit.
Summary "As products, pricing and distribution fast become commodities, companies are discovering that managing brand relationships is the most effective way to increase brand equity. Driving Brand Value shows how to use the cross-functional process of integrated marketing (IM) to create, maintain, and grow profitable relationships with customers and other stakeholders. IM is a guide for managing relationship-sensitive factors such as intrinsic and created brand contact points; the integration of mass, interactive and addressable media; strategic consistency; and mission marketing.".
"With the increase mergers, acquisitions, global expansion and competition, retaining and growing brand relationships has never been tougher. Driving Brand Value presents a practical, hands-on business model for addressing these challenges. Authors Tom Duncan and Sandra Moriarty show companies how to strategically use new relationship-building tools, database management systems and communication technologies to cost-effectively measure and control what until now was considered the "intangible" side of business."--BOOK JACKET.
Other author Moriarty, Sandra E. (Sandra Ernst)
Subject Branding (Marketing) -- Management.
Branding (Marketing) -- Management -- Case studies.
Corporate image -- Case studies.
ISBN 0786308222