Abstract
This chapter illustrates a process for measuring the returns on brand marketing activities in what is termed a ‘transformational marketplace’. Simply put, the argument is that brand marketing and marketing communication are being transformed by a number of internal and external factors. All will radically change how the discipline will operate now, develop in the future and be practiced and measured going forward. Figure 3.1 illustrates the general discontinuity brand marketing and communication are undergoing.
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© 2010 Don E. Schultz
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Schultz, D.E. (2010). Marketing Communication Measurement in a Transformational Marketplace. In: Kitchen, P.J. (eds) Integrated Brand Marketing and Measuring Returns. Palgrave Macmillan, London. https://doi.org/10.1057/9780230297340_3
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DOI: https://doi.org/10.1057/9780230297340_3
Publisher Name: Palgrave Macmillan, London
Print ISBN: 978-1-349-36705-4
Online ISBN: 978-0-230-29734-0
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