The case for holistic touch-point management

Date of publication: February 8, 2006

Catalogue: Brandmatters 2006

Author: Simon Cole

Abstract:

This paper outlines a uniquely comprehensive approach to managing the measurement of brand communications effect. It describes an integrated brand value chain management model; a practical means to isolate the route by which economic brand value is created and secured by the individual touch-points at the marketer's disposal. The Touch-Point Value Management model is an evidenced-based consulting metric, combining existing data, knowledge and learning with original consumer research, thereby ensuring that any extant information asset is maximised and research resource optimised.

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