Driving brand value: using integrated marketing to manage profitable stakeholder relationships
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
New York [u.a.]
McGraw-Hill
1997
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XIX, 284 S. graph. Darst. |
| ISBN: | 0786308222 |
Internformat
MARC
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Datensatz im Suchindex
| _version_ | 1804145007663251456 |
|---|---|
| adam_text | CONTENTS Introduction xi
Acknowledgments xix
PARTI
OVERVIEW OF INTEGRATED MARKETING
Chapter 1
Managing the Intangible Side of Business 3
Integrated marketing: a new business model 4
A tale of two companies 6
The re-integration of marketing 8
Replacing the value chain with the value field 11
The 10 strategic drivers of brand equity 15
Chapter 2
Overcoming Barriers to Integrated Marketing 23
What needs to be integrated? 24
How integrated is your company? 26
The IM mini-audit 26
Barriers to IM 29
Companies that don t get it 29
Areas of dis-integrating relationships that IM can address 30
PART 2 IMPLEMENTING INTEGRATED MARKETING
Chapter 3 __
Focus on Brand Relationships 41
Leveraging brand relationships 43
Contents vii
The added value of relationships 45
Relationship links, ties, and bonds 46
Tracking brand relationships 48
Factors affecting lifetime customer value 50
Reminding customers of relationship benefits 52
Chapter 4
Manage Stakeholder Impact and Overlap 55
How stakeholders impact the bottom line 57
Don t overlook stakeholder overlap 60
Relationship building plan needed for each stakeholder group 62
Integrating the stakeholder value field 63
Understanding stakeholder perceptions 64
PART 3
IM PROCESSES
Chapter 5
Develop Strategic Consistency 69
Maintaining strategic consistency 70
The consistency factors 70
Managing message chaos 75
The four sources of brand messages 77
The integration triangle 90
Message impact varies by source of message 91
Chapter 6
Make Interactivity Purposeful 95
Created and intrinsic brand contact points 96
Managing brand contacts 97
Maximizing value-added interactivity 99
Leveraging interactive media 104
Leveraging addressable media 110
Role of databases in interactivity 111
Mass customization of brand messages 112
viii CONTENTS
The 5 Rs of purposeful dialogue 114
Using interactivity to create a learning organization 120
Making interactivity purposeful 123
Chapter 7
Market the Mission 126
Benefits of mission marketing 128
The corporate mission s role in IM 130
Missions with direct social responsibility 133
Importance of consolidating philanthropic activities 135
Limitations of cause marketing 137
Differences between cause and mission marketing 139
The five criteria of mission marketing 140
How to establish and manage mission marketing 145
Chapter 8
Use Zero-Based Planning Strategy 148
SWOT analysis and prioritization 149
Relationship analysis 152
Using prioritized SWOTs to determine MC mix 155
Integrating messages 158
Integrating media 161
Managing complexity 165
PART 4
IM INFRASTRUCTURE
Chapter 9
Use Cross-Functional Planning and Monitoring 169
The cross-functional brand equity team 170
Responsibilities of the cross-functional brand equity team 174
Contents ix
Supporting the cross-function team 180
The organizational dimensions of IM 189
Chapter 10 Create Core Competencies 192
How to create core competencies 194
Benefits of a core competency 206
Chapter 11 Make Integrated Marketing Data-Driven 208
Setting up databases 210
IM database applications 214
Database application checklist 226
Privacy issues 228
The data future 229
Chapter 12
Create a Partnership with an Integrated Communication Agency 231
Few agencies understand and practice integration 233
20 questions for doing an ICA agency search and review 234
Working with agency networks 242
The integrated communication agency (ICA) model 243
Compensating the ICA 253
Benefits and concerns of using an ICA 255
PARTS
IM EVALUATION AND AUDIT
Chapter 13 Evaluate Using Relationship Metrics and the IM Audit 261
Output and process controls 261
Relationship metrics—output controls 262
The IM Audit—a process control 264
x CONTENTS
Focus of an IM Audit 265
How to conduct an IM Audit 268
Benefits of doing an IM Audit 277
Integrating the Audit 278
INDEX 280
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| author | Duncan, Tom Moriarty, Sandra E. 1943- |
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| illustrated | Illustrated |
| indexdate | 2024-07-09T23:12:36Z |
| institution | BVB |
| isbn | 0786308222 |
| language | English |
| lccn | 97001667 |
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| spelling | Duncan, Tom Verfasser aut Driving brand value using integrated marketing to manage profitable stakeholder relationships Tom Duncan ; Sandra Moriarty New York [u.a.] McGraw-Hill 1997 XIX, 284 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier Marketingmanagement (DE-588)4168907-0 gnd rswk-swf Markenpolitik (DE-588)4144679-3 gnd rswk-swf Markenwert (DE-588)4346474-9 gnd rswk-swf Marketingmanagement (DE-588)4168907-0 s Markenpolitik (DE-588)4144679-3 s Markenwert (DE-588)4346474-9 s DE-188 Moriarty, Sandra E. 1943- Verfasser (DE-588)124464866 aut HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=022010283&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Duncan, Tom Moriarty, Sandra E. 1943- Driving brand value using integrated marketing to manage profitable stakeholder relationships Marketingmanagement (DE-588)4168907-0 gnd Markenpolitik (DE-588)4144679-3 gnd Markenwert (DE-588)4346474-9 gnd |
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| title | Driving brand value using integrated marketing to manage profitable stakeholder relationships |
| title_auth | Driving brand value using integrated marketing to manage profitable stakeholder relationships |
| title_exact_search | Driving brand value using integrated marketing to manage profitable stakeholder relationships |
| title_full | Driving brand value using integrated marketing to manage profitable stakeholder relationships Tom Duncan ; Sandra Moriarty |
| title_fullStr | Driving brand value using integrated marketing to manage profitable stakeholder relationships Tom Duncan ; Sandra Moriarty |
| title_full_unstemmed | Driving brand value using integrated marketing to manage profitable stakeholder relationships Tom Duncan ; Sandra Moriarty |
| title_short | Driving brand value |
| title_sort | driving brand value using integrated marketing to manage profitable stakeholder relationships |
| title_sub | using integrated marketing to manage profitable stakeholder relationships |
| topic | Marketingmanagement (DE-588)4168907-0 gnd Markenpolitik (DE-588)4144679-3 gnd Markenwert (DE-588)4346474-9 gnd |
| topic_facet | Marketingmanagement Markenpolitik Markenwert |
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