Brand media strategy : integrated communications planning in the digital era /
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| Autor principal: | |
|---|---|
| Formato: | Livro |
| Idioma: | inglês |
| Publicado em: |
New York, NY :
Palgrave Macmillan,
2014.
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| Edição: | Second edition. |
| Assuntos: | |
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Sumário:
- 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.