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Tables of Contents for Driving Brand Value
Chapter/Section Title
Page #
Page Count
Introduction
xi
8
Acknowledgments
xix
 
PART 1 OVERVIEW OF INTEGRATED MARKETING
3
38
Chapter 1 Managing the Intangible Side of Business
3
20
Integrated marketing: a new business model
4
2
A tale of two companies
6
2
The re-integration of marketing
8
3
Replacing the value chain with the value field
11
4
The 10 strategic drivers of brand equity
15
8
Chapter 2 Overcoming Barriers to Integrated Marketing
23
18
What needs to be integrated?
24
2
How integrated is your company?
26
1
The IM mini-audit
26
3
Barriers to IM
29
1
Companies that don't get it
29
1
Areas of dis-integrating relationships that IM can address
30
11
PART 2 IMPLEMENTING INTEGRATED MARKETING
41
28
Chapter 3 Focus on Brand Relationships
41
14
Leveraging brand relationships
43
2
The added value of relationships
45
1
Relationship links, ties, and bonds
46
2
Tracking brand relationships
48
2
Factors affecting lifetime customer value
50
2
Reminding customers of relationship benefits
52
3
Chapter 4 Manage Stakeholder Impact and Overlap
55
14
How stakeholders impact the bottom line
57
3
Don't overlook stakeholder overlap
60
2
Relationship building plan needed for each stakeholder group
62
1
Integrating the stakeholder value field
63
1
Understanding stakeholder perceptions
64
5
PART 3 IM PROCESSES
69
100
Chapter 5 Develop Strategic Consistency
69
26
Maintaining strategic consistency
70
1
The consistency factors
70
5
Managing message chaos
75
2
The four sources of brand messages
77
13
The integration triangle
90
1
Message impact varies by source of message
91
4
Chapter 6 Make Interactivity Purposeful
95
31
Created and intrinsic brand contact points
96
1
Managing brand contacts
97
2
Maximizing value-added interactivity
99
5
Leveraging interactive media
104
6
Leveraging addressable media
110
1
Role of databases in interactivity
111
1
Mass customization of brand messages
112
2
The "5 Rs" of purposeful dialogue
114
6
Using interactivity to create a learning organization
120
3
Making interactivity purposeful
123
3
Chapter 7 Market the Mission
126
22
Benefits of mission marketing
128
2
The corporate mission's role in IM
130
3
Missions with direct social responsibility
133
2
Importance of consolidating philanthropic activities
135
2
Limitations of cause marketing
137
2
Differences between cause and mission marketing
139
1
The five criteria of mission marketing
140
5
How to establish and manage mission marketing
145
3
Chapter 8 Use Zero-Based Planning Strategy
148
21
SWOT analysis and prioritization
149
3
Relationship analysis
152
3
Using prioritized SWOTs to determine MC mix
155
3
Integrating messages
158
3
Integrating media
161
4
Managing complexity
165
4
PART 4 IM INFRASTRUCTURE
169
92
Chapter 9 Use Cross-Functional Planning and Monitoring
169
23
The cross-functional brand equity team
170
4
Responsibilities of the cross-functional brand equity team
174
6
Supporting the cross-function team
180
9
The organizational dimensions of IM
189
3
Chapter 10 Create Core Competencies
192
16
How to create core competencies
194
12
Benefits of a core competency
206
2
Chapter 11 Make Integrated Marketing Data-Driven
208
23
Setting up databases
210
4
IM database applications
214
12
Database application checklist
226
2
Privacy issues
228
1
The data future
229
2
Chapter 12 Create a Partnership with an Integrated Communication Agency
231
30
Few agencies understand and practice integration
233
1
20 questions for doing an ICA agency search and review
234
8
Working with agency networks
242
1
The integrated communication agency (ICA) model
243
10
Compensating the ICA
253
2
Benefits and concerns of using an ICA
255
6
PART 5 IM EVALUATION AND AUDIT
261
19
Chapter 13 Evaluate Using Relationship Metrics and the IM Audit
261
19
Output and process controls
261
1
Relationship metrics--output controls
262
2
The IM Audit--a process control
264
1
Focus of an IM Audit
265
3
How to conduct an IM Audit
268
9
Benefits of doing an IM Audit
277
1
Integrating the Audit
278
2
INDEX
280