Exploring the intersection of marketing and finance, this book emphasizes the importance of aligning these two fields to enhance brand value and financial returns. It highlights how brands can create consumer value while also serving financial objectives, ultimately benefiting shareholder value. Additionally, it addresses the increasing significance of corporate responsibility, examining how brands impact various stakeholders beyond just consumers.
In Kellogg on Advertising and Media , members of the world's leading marketing faculty explain the revolutionized world of advertising. The star faculty of the Kellogg School of Management reveal the biggest challenges facing marketers today- including the loss of mass audiences, the decline of broadcast television advertising, and the role of online advertising- and show you how to advertise successfully in this new reality. Based on the latest research and case studies, this book shows you how to find and engage audiences in a chaotic media climate.