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Research papers

The case for holistic touch-point management

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...

Catalogue: Brandmatters 2006
Author: Simon Cole
February 8, 2006
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Citation

Cole, S. (2006a, February 08). The case for holistic touch-point management. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/the-case-for-holistic-touch-point-management