Driving Brand Value
Subtitle: Using Integrated Marketing to Manage Profitable Stakeholder Relationships
By: Tom Duncan, Sandra Moriarty.
Contributors: Moriarty, Sandra E.
Publisher: McGraw-Hill
Published: 1997
Place of publication: New York
Language: eng
Number of pages: 284
Subjects: Brand name products -- Marketing -- Management.; Brand name products -- Marketing -- Management -- Case studies.; Corporate image -- Case studies.
Description: 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.
Notes: Includes bibliographical references and index.