Young, Antony,  1964- <br/><br/>
Brand media strategy :  integrated communications planning in the digital era / 
Antony Young. 
 - 1st ed. 
 - New York, NY :  Palgrave Macmillan,  2010. 
 - xii, 239 p. ;  illustrations ;  25 cm 
<br/><br/>Includes bibliographical references and index. 
<br/><br/>Google and Facebook : how they're changing the game -- The new media playbook : a new set of rules for a new media world -- A shift from media planning to communications planning : enter the super planner -- Focusing on outcomes, not outputs : setting the brand media strategy communication goals -- Insight over analysis : finding a way in for the brand media strategy -- 1 + 1 = 3 : sparking consumer brand conversations through media -- Conducting the orchestra : making integration real -- Unlocking moments of receptivity : how media context helps advertising -- Deliver more relevant communications -- Touch point selection : determining the right media channel mix -- Getting social : connecting through socially-enabled communications -- Execution is the X-factor : bringing the brand media strategy to life -- Measurement and metrics : making the brand media strategy accountable -- Big data and analytics : from mad men to math men (and women). 
<br/><br/><label>ISBN: </label>9780230104747 (hbk.) 
<br/><br/><label>LCCN: </label>2014001649 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Branding (Marketing)<br/>Internet marketing.<br/>Social media.
<br/><br/><label>Dewey Class. No.: </label>658.827  / YOU