Editorial: To Our Readers and Supporters from the New Editor
págs. 223-224
Using Consumer Attitudes to Value Brands: Evaluation of the Financial Value of Brands
págs. 225-231
Brand Logic: A Business Case for Communications
págs. 232-236
Measuring Marketing Effectiveness and Value: The Unisys Marketing Dashboard
págs. 237-243
How the Pursuit of ROMI Is Changing Marketing Management
págs. 244-254
How to Fill the Accountability Gap in Demand Creation
págs. 255-261
Evaluating Return on Investment of Multimedia Advertising with a Single-Source Panel: A Retail Case Study
págs. 262-270
Quantifying the Ripple: Word-of-Mouth and Advertising Effectiveness
págs. 271-280
The NASCAR Phenomenon: Auto Racing Sponsorships and Shareholder Wealth
págs. 281-296
Advertising as Public Diplomacy: Attitude Change among International Audiences
págs. 297-311
Management Slant
págs. 312-314
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