附註:Includes bibliographical references and index.
pt. 1. An introduction to the idea of brands. Marketing and communication in the twenty-first-century marketplace -- Brands and branding -- Building brand value -- The IBC planning process and estimating customer value -- Converting customer knowledge into IBC programs : the IBC strategy -- pt. 2. Understanding consumers and their relationships to brands. Consumer behavior and information processing -- Researching the relationship between the consumer and the brand -- Developing communication investment strategies -- pt. 3. Campaign strategy : the elements of an effective campaign. Brand building : mass media advertising -- Brand building : public relations -- Business building : trade sales promotion -- Business building : consumer sales promotion -- Business building and brand building : direct response and interactive media -- pt. 4. Campaign evaluation : issues in campaign management. Using media to deliver brand messages and incentives -- Measuring the results of IBC programs -- Selling management on the IBC plan.
