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Brand Valuation and IMC

In: Integrated Brand Marketing and Measuring Returns

Author

Listed:
  • Joanna Seddon

Abstract

Pressure on marketers to demonstrate the value of their activities has been growing over the last 10 years, intensified by the 2008 recession. At the same time that the demand for marketing accountability increased, achieving it has become more difficult. The fragmentation of media and growth of integrated marketing has created new challenges for both marketing strategy and its measurement.

Suggested Citation

  • Joanna Seddon, 2010. "Brand Valuation and IMC," Palgrave Macmillan Books, in: Philip J. Kitchen (ed.), Integrated Brand Marketing and Measuring Returns, chapter 2, pages 9-57, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-29734-0_2
    DOI: 10.1057/9780230297340_2
    as

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