A Critical Review of "Managing Brand Experience: The Market Contact Audit™"

Raymond Pettit

This paper is a critique of the article 'Managing Brand Experience: The Marketing Contact Audit' by Amitava Chattopadhyay and Jean- Louis Laborie, which appears in the same issue of JAR (March 2005, Vol.

Measuring ROI
Brand management
Accountability, C-Suite relations
Native advertising & advertorial
Experiential marketing
Channel planning, media mix selection
Cross-media & multimedia effects
Integration strategy
Strategy

A Critical Review of “Managing Brand Experience: The Market Contact™”

Raymond PettitLongwoods International

The article by Amitava Chattopadhyay and Jean-Louis Laborie is terrific. It represents a rethink and an innovative way to improve...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

Get a demo