TITLE

Mastering Brand Metrics

AUTHOR(S)
Schultz, Don E.
PUB. DATE
May 2002
SOURCE
Marketing Management;May/Jun2002, Vol. 11 Issue 3, p8
SOURCE TYPE
Periodical
DOC. TYPE
Article
ABSTRACT
Discusses the difficulty of using attitudinal measures to determine the financial return on investment from marketing communication and branding programs. Major questions and primary techniques that can help companies estimate and measure return on marketing, branding and communication investments; Reasons why managers measure returns on marketing and branding.
ACCESSION #
6548775

 

Related Articles

  • Long Yields Up; Light Supply Tempers Losses. Scarchilli, Michael // Investment Dealers' Digest;2/11/2011, Vol. 77 Issue 6, p9 

    The article reports on the increase in long-term weekly yield indexes in the U.S. for the week ending February 12, 2011, which reflects in the treasury market losses.

  • Muni Yields Rise 7 to 8 Basis Points; Bid Side Fades on Iraq War Volatility. Chesla, Nicholas // Bond Buyer;3/24/2003, Vol. 343 Issue 31599, p2 

    Reports that municipal yields rose 7 to 8 basis point while the Treasury market declined in the U.S. on Friday March 21, 2003. Impact of the U.S. attacks on Iraq on bond and securities market; Percentage increase in consumer price index of Treasuries; Impact of rise in energy components on the...

  • Reoffering Yields .  // Bond Buyer;12/4/2001, Vol. 338 Issue 31277, p37 

    Presents information related to the market statistics of the reoffered yields in the U.S. as of December 04, 2001. Information related to the reoffered yields, sealed bids and unavailable bonds in various states.

  • DRIVING HUGE RETURNS AND FINDING SAFER HAVENS. Conrad, Lee // On Wall Street;Aug2010, Vol. 20 Issue 8, p31 

    The article discusses industries with the highest returns in emerging markets in Asia, which include banking, the materials industry and the automotive sector.

  • The six scariest letters in the marketing alphabet. Schultz, Don E. // Marketing News;11/20/95, Vol. 29 Issue 24, p6 

    Suggests the separation of brand building from business building for better estimation of a marketing program's return on investment (ROI). Reasons for marketing and communications groups' difficulty in estimating ROI.

  • At Last, Deals Flow on Both Sides of the Atlantic.  // High Yield Report;5/6/2002, Vol. 13 Issue 18, p2 

    Assesses the primary market in the U.S. Basis of capital debentures on treasuries; Consistency in management of high yield bonds; Statistics on total returns for worst yield.

  • CSFB Leads US, Deutsche Europe.  // High Yield Report;7/08/2002, Vol. 13 Issue 27, p2 

    Focuses on the primary market in the U.S. Comparison on the underwriting market share according to Thomson Financial; Evaluation on the market climate and global events into the second half of the year; Analysis on the annualized returns on the Dow Jones Industrial Average for the time period...

  • Loan Secondary Market: Lull before The Storm, Or Just A Lull? Hintze, John // High Yield Report;10/28/2002, Vol. 13 Issue 42, p7 

    Reports on the assessment of the rate of return for the bond market of investors in the U.S. Status of the stock market; Flow of the collateralized loan obligation activity; Trading volume of investors in the country.

  • Weaker Equities Quash HY Gains.  // High Yield Report;1/27/2003, Vol. 14 Issue 4, p4 

    Reports on the performance of the U.S. secondary market and issues a warning to investors on the decline in returns of high yield instruments.

  • Ford Falls in US, Corus, Alstom Tank in Europe.  // High Yield Report;3/17/2003, Vol. 14 Issue 11, p4 

    Presents news on the secondary markets in the United States and Europe.

Share

Read the Article

Courtesy of THE LIBRARY OF VIRGINIA

Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics