Brand media strategy : integrated communications planning in the digital era /
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| Main Author: | |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
New York, NY :
Palgrave Macmillan,
2014.
|
| Edition: | Second edition. |
| Subjects: | |
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| 008 | 140203s2014 nyua b 001 0 eng | ||
| 010 | |a 2014001649 | ||
| 020 | |a 9781137279569 (alk. paper) | ||
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| 100 | 1 | |a Young, Antony, |d 1964-. | |
| 245 | 1 | 0 | |a Brand media strategy : |b integrated communications planning in the digital era / |c Antony Young. |
| 250 | |a Second edition. | ||
| 260 | |a New York, NY : |b Palgrave Macmillan, |c 2014. | ||
| 300 | |a xii, 242 p : |b ill ; |c 25 cm. | ||
| 336 | |a text |2 rdacontent | ||
| 337 | |a unmediated |2 rdamedia | ||
| 338 | |a volume |2 rdacarrier | ||
| 504 | |a Includes bibliographical references and index. | ||
| 505 | 0 | |a Google and Facebook -- The new media playbook -- A shift from media planning to communications planning -- Focusing on outcomes, not outputs -- Insight over analysis -- 1 + 1 = 3 -- Conducting the orchestra : making integration real -- Unlocking moments of receptivity -- Deliver more relevant communications -- Touch point selection -- Getting social -- Execution is the X-factor -- Measurement and metrics-- Big data and analytics. | |
| 650 | 0 | |a Branding (Marketing). | |
| 650 | 0 | |a Internet marketing. | |
| 650 | 0 | |a Social media. | |
| 908 | |a 160726 | ||
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