TY  - BOOK
AU  - Young, Antony
TI  - Brand Media Strategy: Integrated Communications Planning in the Digital Era
SN  - 9781137279569
U1  - 658.827 
PY  - 2014///
CY  - New York
PB  - Palgrave Macmillan
KW  - Branding (Marketing)
KW  - Internet Marketing
KW  - Social Media
N1  - 1. Google and Facebook: How They’re Changing the Game
2. The New Media Playbook: A New Set of Rules for a New Media World
3. A Shift from Media Planning to Communications Planning: Enter the Super Planner
4. Focusing on Outcomes, Not Outputs: Setting the Brand Media Strategy Communication Goals
5. Insight Over Analysis: Finding a Way in for the Brand Media Strategy
6. 1+ 1 = 3: Sparking Consumer Brand Conversations through Media
7. Conducting the Orchestra: Making Integration Real
8. Unlocking Moments of Receptivity: How Media Context Helps Advertising Deliver More Relevant Communications
9. Touch Point Selection: Determining the Right Media Channel Mix
10. Getting Social: Connecting through Socially Enabled Communications
11. Execution is the X-factor: Bringing the Brand Media Strategy to Life
12. Measurement and Metrics: Making the Brand Media Strategy Accountable
13. Big Data and Analytics: From Mad Men to Math Men (and Women)
ER  -