Integrated Marketing Communications

Author by : Lawrence Ang
Languange : en
Publisher by : Cambridge University Press
Format Available : PDF, ePub, Mobi
Total Read : 80
Total Download : 702
File Size : 40,7 Mb
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Description : Explains the principles and practice of implementing an effective marketing strategy using a variety of channels and techniques.


Integrated Marketing Communication

Author by : Jerome M. Juska
Languange : en
Publisher by : Routledge
Format Available : PDF, ePub, Mobi
Total Read : 36
Total Download : 404
File Size : 54,7 Mb
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Description : Now in its second edition, this textbook explores the continuing transformation of advertising, sales promotion, and public relations functions within the marketing discipline. The content focuses on emerging new technologies, as well as established digital and legacy media, as the reader is guided through the process of developing and implementing a comprehensive Integrated Marketing Communication plan for companies, organizations, and brands. Clear, concise, and practical, the book takes the reader through consumer, market, and competitive research; creative conceptualization; market segmentation, identification of a target audience, and brand positioning; as well as strategic decisions involving the timing, placement, and intensity of advertising, sales promotion, public relations, and brand visibility. The new edition emphasizes the importance of social media, website development, search engine optimization, mobile marketing, brand promotion events, and retail store connectivity. Updated to include more digital content with detailed international examples, this new edition adds four new chapters including Integrated Marketing Communication objectives, budgets, and metrics, legacy media planning, business-to-business marketing strategies, and innovative technologies with topics such as artificial intelligence, predictive analytics, synthetic media, virtual reality, and voice marketing. Upper-level undergraduate and postgraduate students will appreciate this lucid, up-to-date text, as will business professionals in executive education and certificate programs. Experiential learning is provided with chapter assignments and a continuity case study woven into the textbook. The second edition is also accompanied by robust online resources, including PowerPoint slides, chapter videos, lecture notes, classroom exercises, digital flash cards, test banks, an instructor resource book, and interactive templates for preparing an Integrated Marketing Communication Plan.


Integrated Marketing Communication Pentacom 4 E

Author by : Malaval
Languange : en
Publisher by : Pearson Education India
Format Available : PDF, ePub, Mobi
Total Read : 99
Total Download : 565
File Size : 41,6 Mb
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Description : Integrated Marketing Communication: Pentacom is a unique and comprehensive book on integrated communication. The title of the book includes the word 'Pentacom' as it focuses on five major categories of communications (B-to-C, B-to-B, internal, financial and corporate communication). It also enables readers to understand and implement communication strategies targeted at five major targets, such as consumers, business customers and clients, employees, shareholders and public authorities. Finally it has been tailored for five potential types of players, such as consumer goods manufacturers, industrial goods companies, local authorities, public administration and services, as well as non-governmental and non-profit organizations. This book is designed for students in business schools and universities pursuing courses in management and mass media or communication. Its application-oriented approach, allows the book to serve as a very useful guide for practicing managers who desire to make their communications with different targets in different contexts more effective.


Imc The Next Generation

Author by : Don E. Schultz
Languange : en
Publisher by : McGraw Hill Professional
Format Available : PDF, ePub, Mobi
Total Read : 75
Total Download : 351
File Size : 48,8 Mb
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Description : Strategies for binding customers to an organization--by determining the information they want and giving it to them In 1993, Don Schultz showed marketers how to coordinate their organizations' entire communications programs with the seminalIntegrated Marketing Communications. InIMC--The Next Generation, Schultz offers a refined and updated approach to the IMC model, one that goes beyond the messages an organization chooses to send to encompass the information that the customer wishes to receive or have access to. IMC--The Next Generation shows marketers how to build sustainable competitive advantage and ROI by combining and coordinating all methods through which buyers and sellers come together. Numerous cases and real-world examples reveal how to use today’s IMC model to: Integrate internal and external communications programs Influence customers at every contact point Build long-term brand relationships


Introduction To Marketing Communication

Author by : John Burnett
Languange : en
Publisher by : Pearson College Division
Format Available : PDF, ePub, Mobi
Total Read : 14
Total Download : 371
File Size : 53,6 Mb
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Description : This book focuses on the wide range of areas included in marketing communication and the tools and techniques needed to create an integrated approach. *International examples acknowledge that integrated marketing communication exists and is practiced throughout a global community. *Real-world profiles of young executives describe a variety of jobs, career paths, and views on how to get ahead in marketing communication. *Each chapter contains an IMC in Action, IMC in Focus, and an Ethics Box.


Marketing Communication

Author by : Seni Soniansih
Languange : en
Publisher by : BookRix
Format Available : PDF, ePub, Mobi
Total Read : 22
Total Download : 788
File Size : 44,7 Mb
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Description : This book is the result of my learning as a writer. This book is written with love for students and business practitioners, especially young people. Based on a considerable love for education. This book comes in the form of the transfer of knowledge and experience to young people, especially students. And of course, this book was written with deep and pure love. This book discusses 4 important chapters in communication marketing, namely: Chapter 1. Introduction Chapter 2. Organizational Communication Chapter 3. Marketing Scope Chapter 4. Marketing Communication Strategy Chapter 1 introduces what is communication, marketing, and marketing communication. Chapter 2 focuses more on the communication model and understanding of communication. Chapter 3 focuses on understanding marketing and chapter 4. discusses what is a communication strategy and strategy. I hope that this book will be of benefit to readers.


Integrated Marketing Communications

Author by : Eric Stewart Henry
Languange : en
Publisher by : Cognella Academic Publishing
Format Available : PDF, ePub, Mobi
Total Read : 64
Total Download : 934
File Size : 49,7 Mb
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Description : Developing an Integrated Marketing Plan introduces students to the fundamentals of integrated marketing communications. It shows readers how to create an effective integrated marketing communications plan that can be used by both marketers and their clients. Students learn how an integrated marketing plan functions in the overall marketing communication environment. The book discusses the role of the target market profile and how to define objectives and develop strategies. Other topics include establishing a budget and dealing with media objectives, strategy, and tactics. The final chapters cover evaluations of the plan and the importance of creating an integrated marketing communications campaign plan book. The second edition features new and expanded coverage throughout, as well as a new Chapter 2. This rewritten chapter prepares students to complete a hands-on activity as they read the book: the development of their own comprehensive integrated marketing plan, beginning with situation analysis and primary research, progressing through the development of marketing objectives, creative strategy, budget, and a media plan, and concluding with creative execution of the full plan. Based on the author's extensive experience as a professional marketer, Developing an Integrated Marketing Plan is well-suited to courses in marketing and advertising communication.


Advertising And Promotion

Author by : Chris Hackley
Languange : en
Publisher by : SAGE
Format Available : PDF, ePub, Mobi
Total Read : 85
Total Download : 979
File Size : 52,8 Mb
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Description : 'Bridges the academic gap between textbook and leading edge marketing thinking. It has been substantially revised and is particularly strong on electronic media and their current marketing usage' - Ros Masterson, De Montfort University, Leicester, UK 'Lucid, insightful, an inspiration for even more creative communications and a treat for the mind. A must read for all wanting to better understand advertising and promotions' - Leslie de Chernatony Professor of Brand Marketing, Università della Svizzera Italiana, Lugano, Switzerland and Aston Business School, UK The eagerly-awaited Second Edition of Advertising and Promotion continues to provide a highly readable and authoritative introduction to the key concepts and issues for the study of advertising and promotional communication in a global context. NEW to this edition: - A stronger focus on integrated marketing communications and the promotional mix, including PR and personal selling. - Expanded coverage of contemporary topics, including: integrating e-marketing, Web 2.0, mobile advertising, sponsorship, branding, direct marketing, ethics, and social responsibility and regulation. - A focus on the implications for advertising of the continuing changes in the media infrastructure and the new media funding models emerging as a result. - A companion website including a full instructors' manual for lecturers, including PowerPoint slides and extra case studies, and access to full-text journal articles for students (www.sagepub.co.uk/hackley) Packed with case studies and first-hand examples gathered from leading international advertising agencies, Chris Hackley succeeds in providing a lively and stimulating guide to the rapidly evolving advertising environment.


Integrated Marketing Communications 1999 2000

Author by : Tony Yeshin
Languange : en
Publisher by : Routledge
Format Available : PDF, ePub, Mobi
Total Read : 40
Total Download : 884
File Size : 42,6 Mb
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Description : Integrated Marketing Communications is specifically developed and written for students studying for the Integrated Marketing Communications module of the CIM Diploma. This book, as with the others in the series, has been completely revised to match the 1999 syllabus for the CIM qualifications. It is designed to help you pass your professional examinations first time, and give you practical marketing knowledge for use in your further career. Butterworth Heinemann have worked in close conjunction with the Education Division of the CIM to make completely sure that the materials are up to date and exactly meet the CIM's requirements. The book includes uniquely valuable material for the serious CIM student including · Recent examination papers · Glossary of key terms · Highly interactive text with questions, activities and highlighted key points · The ONLY workbooks to include the CIM senior examiners own specimen answers and examination reports Officially endorsed by the CIM Approved by the CIM Chief Examiner Endorsed by the CIM Senior Examiner for the Integrated Marketing Communication module, Chris Fill


Integrated Marketing Communications

Author by : Eric Stewart Harvey
Languange : en
Publisher by : Unknown
Format Available : PDF, ePub, Mobi
Total Read : 33
Total Download : 270
File Size : 41,5 Mb
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Description : A guidebook to the entire process from beginning to end, Developing an Integrated Marketing Plan introduces the fundamentals of integrated marketing communications. It shows students how to put together a creative and effective integrated marketing communications plan that can be used by both marketers and their clients. Students learn how an integrated marketing plan functions in the overall marketing communication environment. They learn how to conduct primary and secondary research and conduct a SWOT analysis. The book also discusses the role of the target market profile and how to define objectives and develop strategies. Other topics include establishing a budget and dealing with media objectives, strategy, and tactics. The final chapters of the text cover evaluations of the plan and the importance of creating an integrated marketing communications campaign plan book. Based on the author's extensive experience as a professional marketer, Developing an Integrated Marketing Plan is well-suited to courses in marketing and advertising communication.


Integrated Marketing Communication

Author by : A. R. Pushparanjan
Languange : en
Publisher by : Unknown
Format Available : PDF, ePub, Mobi
Total Read : 48
Total Download : 691
File Size : 55,7 Mb
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Description :


Marketing Communications As A Strategic Function

Author by : The Open University
Languange : en
Publisher by : The Open University
Format Available : PDF, ePub, Mobi
Total Read : 66
Total Download : 657
File Size : 53,5 Mb
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Description : This 6-hour free course emphasised the strategic importance of marketing communications and their long-term effect on consumers.


Marketing Communications

Author by : Chris Fill
Languange : en
Publisher by : Financial Times/Prentice Hall
Format Available : PDF, ePub, Mobi
Total Read : 24
Total Download : 569
File Size : 44,5 Mb
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Description : This third edition of an introductory marketing textbook covers topics such as marketing strategies and planning, exhibitions, events and field marketing, branding and the Internet.


Integrated Marketing Communications

Author by : Philip J. Kitchen
Languange : en
Publisher by : Springer Nature
Format Available : PDF, ePub, Mobi
Total Read : 10
Total Download : 523
File Size : 47,7 Mb
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Description :


Developing An Integrated Marketing Plan

Author by : Eric Stewart Harvey
Languange : en
Publisher by : Unknown
Format Available : PDF, ePub, Mobi
Total Read : 75
Total Download : 324
File Size : 49,6 Mb
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Description : Developing an Integrated Marketing Plan introduces students to the fundamentals of integrated marketing communications. It shows readers how to create an effective integrated marketing communications plan that can be used by both marketers and their clients. Students learn how an integrated marketing plan functions in the overall marketing communication environment. The book discusses the role of the target market profile and how to define objectives and develop strategies. Other topics include establishing a budget and dealing with media objectives, strategy, and tactics. The final chapters cover evaluations of the plan and the importance of creating an integrated marketing communications campaign plan book. The second edition features new and expanded coverage throughout, as well as a new Chapter 2. This rewritten chapter prepares students to complete a hands-on activity as they read the book: the development of their own comprehensive integrated marketing plan, beginning with situation analysis and primary research, progressing through the development of marketing objectives, creative strategy, budget, and a media plan, and concluding with creative execution of the full plan. Based on the author's extensive experience as a professional marketer, Developing an Integrated Marketing Plan is well-suited to courses in marketing and advertising communication. Eric Stewart Harvey holds an M.B.A. in business administration and economics from Kennesaw State University. Eric is a faculty member in the Miller College of Business at Ball State University, where he teaches courses on the principles of marketing and integrated marketing communication. Prior to teaching, he spent more than fifteen years as a marketing professional in the telecommunications industry, holding positions with GTE and Verizon. During his time with Verizon, Eric developed, marketed, and delivered the JetConnect product for Verizon Airfone, which pioneered the use of email and instant messaging on airplanes.


Advertising And Promotion

Author by : George Edward Belch
Languange : en
Publisher by : Irwin Professional Publishing
Format Available : PDF, ePub, Mobi
Total Read : 27
Total Download : 510
File Size : 48,9 Mb
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Description :


Advertising And Promotion

Author by : George E. Belch
Languange : en
Publisher by : Irwin/McGraw-Hill
Format Available : PDF, ePub, Mobi
Total Read : 74
Total Download : 247
File Size : 48,6 Mb
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Description : Overview: Belch/Belch 9th edition continues its Advertising focus with an emphasis on IMC. It includes very comprehensive coverage of Agency issues and creative work and how it is related to the IMC mix. The authors understand that marketers must look beyond traditional media in order to achieve success. In order to best communicate with consumers, advertisers must utilize a myriad of tools (advertising, public relations, direct marketing, interactive/Internet marketing, sales promotion, and personal selling); Belch/Belch is the first book to reflect the shift from the conventional methods of advertising to the more widely recognized approach of implementing an integrated marketing communications strategy. The text underscores the importance of recognizing that a firm must use all promotional tools available to convey a unified message to the consumer. The integrated marketing communications perspective (the theme of the text) catapults the reader into the business practices of the 21st century.


Marketing In The 21st Century Integrated Marketing Communication

Author by : Bruce David Keillor
Languange : en
Publisher by : Greenwood Publishing Group
Format Available : PDF, ePub, Mobi
Total Read : 80
Total Download : 367
File Size : 53,7 Mb
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Description : A comprehensive overview of current trends, issues, ideas, and practices that are changing the dynamics of marketing--featuring contributions from a global network of leading academics and practitioners.


Integrated Marketing Communication

Author by : Jerry Kliatchko
Languange : en
Publisher by : Cambridge Scholars Publishing
Format Available : PDF, ePub, Mobi
Total Read : 74
Total Download : 199
File Size : 45,5 Mb
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Description : This volume represents a valuable resource for students, academics (teachers and researchers), and practitioners in the field of integrated marketing communication (IMC). It provides a foundation detailing the principles, tenets and practices of IMC, before presenting a step-by-step process of preparing and executing the process for any given brand.


Integrated Marketing Communication

Author by : Robyn Blakeman
Languange : en
Publisher by : Rowman & Littlefield
Format Available : PDF, ePub, Mobi
Total Read : 32
Total Download : 491
File Size : 53,5 Mb
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Description : Now in its third edition, this comprehensive text offers a classroom-tested, step-by-step approach to the creative processes and strategies for effective integrated marketing communication (IMC). Blakeman covers key areas, from marketing plans, branding/positioning, and creative briefs to copywriting, design, and considerations for each major media format. Throughout, she explores visual and verbal tactics, along with the use of business theory and practices, and how these affect the development of the creative message. This user-friendly introduction walks students through the varied strands of IMC, including advertising, PR, direct marketing, and sales promotion, in a concise and logical fashion.


Integrated Marketing Communication

Author by : Jerome M. Juska
Languange : en
Publisher by : Routledge
Format Available : PDF, ePub, Mobi
Total Read : 69
Total Download : 719
File Size : 40,7 Mb
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Description : This book is an up-to-date resource that shows students how to achieve their marketing objectives through a campaign that coordinates marketing, advertising, and promotion. It provides essential information about planning, implementing, and assessing a comprehensive marketing plan to help students appreciate integrated marketing communications as a business strategy. The author describes the processes and considerations needed to appeal to consumers, identifying how geographic segmentation, timing, competitive environments, and cost contribute to planning. He considers the integration of digital technology, such as social media platforms and mobile apps, and how these can be used for advertising, sales promotion, and public relations. The book’s concise, easy to read explanation of marketing components and their interconnected relationships is solidified by a series of visual summaries as well as examples and useful demonstrations. Students are given the opportunity to prepare their own integrated marketing communication plan based on consumer, product, and market research along with original creative materials and media spreadsheets. Students of marketing communication, advertising and promotion, and digital marketing will love this book’s abbreviated, but thorough format. An interactive companion website rounds out a stellar set of features that encourage quick understanding, participation, and utilization of IMC concepts.


Integrated Marketing Communication

Author by : Malaval Philippe
Languange : en
Publisher by : Unknown
Format Available : PDF, ePub, Mobi
Total Read : 52
Total Download : 248
File Size : 44,9 Mb
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Description : Integrated Marketing Communication: Pentacom is a unique and comprehensive book on integrated communication. The title of the book includes the word 'Pentacom' as it focuses on five major categories of communications (B-to-C, B-to-B, internal, financial and corporate communication). It also enables readers to understand and implement communication strategies targeted at five major targets, such as consumers, business customers and clients, employees, shareholders, and public authorities. Finally it has been tailored for five potential types of players, such as consumer goods manufacturers, industrial goods companies, local authorities, public administration and services, as well as non-governmental and non-profit organizations. This book is designed for students in business schools and universities pursuing courses in management and mass media or communication. Its application-oriented approach, allows the book to serve as a very useful guide for practicing managers who desire to make their communications with different targets in different contexts more effective.