Implementing the ‘connect the dots’ approach to marketing communication

International Journal of Advertising

Volumn 23, Issue 4, 2004, Pages 455-477

  Schultz, Don E ^a   Cole, Bill ^b   Bailey, Scott ^b  

^a NORTHWESTERN UNIVERSITY   (United States)

^b Targetbase   (United States)

Author keywords

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Indexed keywords

EID: 31644448184     PISSN: 02650487     EISSN: None     Source Type: Journal    
DOI: 10.1080/02650487.2004.11072895     Document Type: Article

References (6)

1. Davis, S. & Dunn, M. (2002) Building the Brand-Driven Business. Jossey-Bass, USA.
2. Fortini-Campbell, L. (2002) Presentation made at the Strategic Communications Management Seminar, Kellogg Graduate School of Management, Northwestern University. November.
3. Hayman, D. & Schultz, D.E. (1999) Connecting the Dots: From ROI to ROBI to ROCI–Measuring Returns on Marketing and Communication Investments. Advertising Research Foundation Conference.
4. Schultz, D.E. & Bailey, S. (2000) Customer/brand loyalty in an interactive marketplace. Journal of Advertising Research, May–June, p. 4.
5. Schultz, D.E. & Barnes, B.E. (1999) Strategic Brand Communication Campaigns. Lincolnwood, IL: NTC/Contemporary Publishing.
6. Schultz, D.E. & Walters, J.S. (1997) Measuring Brand Communication ROI, Association of National Adveritsers.