Abstract
Pressure on marketers to demonstrate the value of their activities has been growing over the last 10 years, intensified by the 2008 recession. At the same time that the demand for marketing accountability increased, achieving it has become more difficult. The fragmentation of media and growth of integrated marketing has created new challenges for both marketing strategy and its measurement.
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© 2010 Joanna Seddon
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Seddon, J. (2010). Brand Valuation and IMC. In: Kitchen, P.J. (eds) Integrated Brand Marketing and Measuring Returns. Palgrave Macmillan, London. https://doi.org/10.1057/9780230297340_2
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DOI: https://doi.org/10.1057/9780230297340_2
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