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Management Slant

Published online by Cambridge University Press:  31 January 2005

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Extract

225 Using Consumer Attitudes to Value Brands: Evaluation of the Financial Value of Brands

232 Brand Logic: A Business Case for Communications

237 Measuring Marketing Effectiveness and Value: The Unisys Marketing Dashboard

244 How the Pursuit of ROMI Is Changing Marketing Management

255 How to Fill the Accountability Gap in Demand Creation

262 Evaluating Return on Investment of Multimedia Advertising with a Single-Source Panel: A Retail Case Study

271 Quantifying the Ripple: Word-of-Mouth and Advertising Effectiveness

281 The NASCAR Phenomenon: Auto Racing Sponsorship and Shareholder Wealth

297 Advertising as Public Diplomacy: Attitude Change among International Audiences

Type
MANAGEMENT SLANT
Information
Journal of Advertising Research , Volume 44 , Issue 3 , September 2004 , pp. 312 - 314
Copyright
© Copyright © 1960-2004, The ARF

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