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TABLE OF CONTENTS16 sections

Advertising & Brand Management

01Advertising & Brand Management 02Foundations Of Advertising And Brand Management 03Consumer Behaviour And Communication Theory 04Brand Identity Positioning And Equity 05Market Research Consumer Insight And Brand Diagnosis 06Integrated Marketing Communications And Customer Journeys 07Advertising Strategy Objectives And Budgeting 08Creative Strategy And Message Design 09Media Strategy Planning And Buying 10Digital Social And Platform Advertising 11Campaign Development Production And Agency Management 12Advertising Effectiveness And Brand Analytics 13Strategic Brand Growth And Portfolio Management 14Brand Experience Reputation And Stakeholder Management 15Ethics Law Sustainability And Advertising Governance 16Ai Marketing Technology And The Future Of Brands

Chapter 12

Strategic Brand Growth And Portfolio Management

PREVIOUS SECTIONAdvertising Effectiveness And Brand Analytic... UP NEXTBrand Experience Reputation And Stakeholder...

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