- Frames a process to plan, analyze, optimize and measure tangible results on brand campaigns
- Includes a practical checklist for the digital branding process and tools to implement it
- New to this edition: Advances in mobile marketing, augmented/virtual reality, mobile payments and a full overhaul of industry tools, models and case studies
- Simplifies complex terms and techniques for straightforward understanding and application
- Written by a highly respected industry expert at the Chartered Institute of Marketing (CIM)