000 | 01853cam a22002655a 4500 | ||
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001 | 18028687 | ||
005 | 20151104102200.0 | ||
008 | 140203t2014 nyua frb 001 0 eng d | ||
020 | _a9781137279569 (alk. paper) | ||
040 |
_aDLC _beng _cDLC _dDLC _dDLC _dEG-ScBUE |
||
082 | 0 | 4 |
_a658.827 _222 _bYOU |
100 | 1 |
_aYoung, Antony, _d1964- _938668 |
|
245 | 1 | 0 |
_aBrand media strategy : _bintegrated communications planning in the digital era / _cAntony Young. |
250 | _a2nd. ed. | ||
260 |
_aNew York : _bBrand Media Strategy / Palgrave Macmillan, _cc.2014. |
||
300 |
_axii, 242 p. : _bill. ; _c26 cm. |
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500 | _aIndex : p. 233-242. | ||
504 | _aBibliography : p. 225-232. | ||
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 | 7 |
_aBranding (Marketing) _2BUEsh _910059 |
|
650 | 7 |
_aInternet marketing. _2BUEsh _938532 |
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650 | 7 |
_aSocial media. _2BUEsh _932891 |
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653 |
_bCOMAME _cJune2015 _cNovember2015 |
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942 | _2ddc | ||
999 |
_c19723 _d19695 |