Principles of Integrated Marketing Communications

Principles of Integrated Marketing Communications
Author: Lawrence Ang
Publsiher: Cambridge University Press
Total Pages: 400
Release: 2014-01-16
ISBN: 110766408X
Category: Business & Economics
Language: EN, FR, DE, ES & NL

Principles of Integrated Marketing Communications Book Excerpt:

Principles of Integrated Marketing Communications explains the principles and practice of implementing effective IMC using a variety of channels and techniques. It equips readers with the knowledge to develop sophisticated marketing campaigns for contemporary business environments. Designed to introduce readers to IMC in an engaging way, this valuable resource: • Covers the latest concepts and tools in marketing and communications • Presents topics in light of their underlying theories and principles • Includes case studies adapted from recent, real-world examples (drawn from both Australian and international contexts). Each chapter contains a 'Further thinking' section, giving readers the opportunity to extend their understanding of the conceptual and historical underpinnings of IMC, and teaching them how to analyse and overcome problems when devising an IMC strategy. Each chapter also includes learning objectives and review questions, to reinforce knowledge. Additional material - including extra case studies and topical multimedia files - is available on the companion website at www.cambridge.edu.au/academic/imc.

Strategic Marketing Communications

Strategic Marketing Communications
Author: Paul Russell Smith,Paul Smith,Chris Berry,Alan Pulford
Publsiher: Kogan Page Publishers
Total Pages: 300
Release: 1999
ISBN: 9780749429188
Category: Business & Economics
Language: EN, FR, DE, ES & NL

Strategic Marketing Communications Book Excerpt:

Following the CIM Advanced level syllabus in Marketing Communications, this text covers key areas of the process and includes pro-forma documents for topics such as SWOT analysis, creative briefs and media briefs.

Integrated Organisational Communication

Integrated Organisational Communication
Author: Rachel Barker,George Charles Angelopulo
Publsiher: Juta and Company Ltd
Total Pages: 442
Release: 2005-08
ISBN: 9780702166648
Category: Business & Economics
Language: EN, FR, DE, ES & NL

Integrated Organisational Communication Book Excerpt:

This works adopts a multidisciplinary approach to corporate communication, including management communication, public relations, organizational behavior and change, marketing communication, and advertising. The many-faceted approach adopts the perspective of a practicing communications professional, emphasizes corporate branding, and focuses on an integrated approach to communication.

The Executor of Integrated Marketing Communications Strategy Marcom Manager s Working Model

The Executor of Integrated Marketing Communications Strategy  Marcom Manager   s Working Model
Author: Kwang-Yong Shin
Publsiher: Springer Science & Business Media
Total Pages: 148
Release: 2013-06-04
ISBN: 3642380913
Category: Business & Economics
Language: EN, FR, DE, ES & NL

The Executor of Integrated Marketing Communications Strategy Marcom Manager s Working Model Book Excerpt:

The book mainly addresses the following aspects: First, it systematically introduces the domestic and foreign research results, pointing out the key elements of the basic theory of IMC, according to a company’s present situation and the practice of IMC strategy. Second, according to the different characteristics of each organization, it provides various IMC organization structures, such as linear structure Model l, a virtual network and centralized type that focuses on individual interest, external types of the IMC organizational structures Model, etc., and suggestions for further study are also presented.

Integrated Communication

Integrated Communication
Author: Esther Thorson,Jeri Moore
Publsiher: Psychology Press
Total Pages: 396
Release: 2013-06-17
ISBN: 1134780222
Category: Business & Economics
Language: EN, FR, DE, ES & NL

Integrated Communication Book Excerpt:

Building brands through integrated marketing is an approach being used by all top-level marketing strategists. The result of a series of papers presented at the eleventh annual Advertising and Consumer Psychology Conference held in Chicago, this volume brings together researchers and professionals whose efforts focus on integrating the various persuasive tools of marketing. It goes beyond case studies of the use of integrated marketing to look at how integrated communication actually works on achieving optimal effects on the various audiences for products.

The Evolution of Integrated Marketing Communications

The Evolution of Integrated Marketing Communications
Author: Don Schultz,Charles H. Patti,Philip J. Kitchen
Publsiher: Routledge
Total Pages: 136
Release: 2013-12-16
ISBN: 1317979613
Category: Business & Economics
Language: EN, FR, DE, ES & NL

The Evolution of Integrated Marketing Communications Book Excerpt:

This book reviews, updates and enhances the basic concepts surrounding the academic theory and practice of Integrated Marketing Communication (IMC). Since the introduction of IMC in the late 1980s, the concept has spread around the world. In that expansion, many authors have written about IMC; practitioners have adopted and adapted the concept to fit their own market situations. Further, dramatic changes have occurred in the technologies used in marketing communications which consumers have accepted and employed in their consumption of marketers' messages and incentives. Thus, there have been dramatic changes in how IMC was initially envisioned and how it has developed over time. This book identifies and discusses these changes, how they have occurred and what they mean going forward for all types of marketers around the world. Thus, IMC, and indeed integration of communications at all organisational levels is an essential in the 21st century organisations. This book was published as a special issue of the Journal of Marketing Communications.

Principles of Advertising IMC w AdSim CD ROM

Principles of Advertising   IMC w  AdSim CD ROM
Author: Tom Duncan
Publsiher: McGraw-Hill/Irwin
Total Pages: 135
Release: 2004-06-26
ISBN: 9780073049717
Category: Business & Economics
Language: EN, FR, DE, ES & NL

Principles of Advertising IMC w AdSim CD ROM Book Excerpt:

PRINCIPLES OF ADVERTISING AND IMC, 2/e by Tom Duncan explains the principles and practices of advertising and the other marketing communication functions within an integrated context complete with an integrated planning process. Duncan’s text presents the new ways companies communicate with business-savvy customers. It also shows how and why top management demands accountability of how advertising and promotion dollars are spent. PRINCIPLES OF ADVERTISING AND IMC provides students with a basic understanding of all the major marketing communication functions, the major media alternatives, and the processes for integrating these activities in the most effective and efficient way in order to develop long-term, profitable customer relationships that build brands and create brand equity. Based on feedback from reviewers, author Tom Duncan has increased the 2nd Edition coverage of key advertising concepts (like channel marketing, customer service, direct response and personal selling) to ensure a well-rounded approach to the Principles of Advertising course. AdSim is an Advertising Simulation set in the consumer electronics industry where students are required to make decisions about Agency selection; Brand positioning and messages; Media Selection, including traditional and non-traditional; Market Research, both ordering and interpreting; and Budgeting. This simulation, created by SmartSims, provides a highly engaging means of developing a real understanding and appreciation of the fundamentals and dynamics of communications, advertising and promotion in business. AdSim challenges students to apply recently learned concepts, principles and explained practices in development of overall communications, advertising and promotion campaigns, whether against the computer in the Single-Player version or in direct competition with their peers in the Multi-Player version. AdSim for Duncan incorporates an Integrated Marketing Communications (IMC) approach as promulgated in Principles of Advertising and IMC, 2/e by Tom Duncan. AdSim for Duncan has been modeled on the contemporary US Digital Camera Market. Using this simulation, students will develop: • A better understanding of how to implement an IMC approach in the development of an overall advertising and promotion plan. • Insights into selecting different media for specific communications goals and target markets while being constrained by a fixed budget. • Insights into the influence of brand awareness and the importance of on-going measurement. • A better understanding of implementing promotion campaigns for existing customers, including the use of customer relationship management (CRM) applications. • Critical decision-making and team participation skills in an interactive learning environment.

Dictionary of Marketing Communications

Dictionary of Marketing Communications
Author: Norman A. P. Govoni,Norman A.. Govoni
Publsiher: SAGE
Total Pages: 249
Release: 2004
ISBN: 9780761927716
Category: Business & Economics
Language: EN, FR, DE, ES & NL

Dictionary of Marketing Communications Book Excerpt:

With over 4000 entries, including key terms and concepts covering advertising, sales promotion, public relations, direct marketing, personal selling and e-marketing, this text reflects the changing dynamics of the marketing profession.

Strategic Integrated Marketing Communications

Strategic Integrated Marketing Communications
Author: Larry Percy
Publsiher: Routledge
Total Pages: 320
Release: 2014-06-27
ISBN: 1136776206
Category: Business & Economics
Language: EN, FR, DE, ES & NL

Strategic Integrated Marketing Communications Book Excerpt:

An essential book for today's marketer now that integrated marketing communications form a critical success factor in building strong brands and strong companies This new edition is still the only textbook on the market to deal with all aspects of IMC from a strategic perspective Corporate image, identity and reputation have never been more important and this book unlocks the key factors in achieving and enhancing this Integrated Marketing Communications is not just about utilizing different communication options in your marketing campaign; it is about planning in a systematic way to determine the most effective and consistent message for your target audience. As such, it depends upon identifying the best positioning, generating positive brand attitude, a consistent reinforcement of the brand's message through IMC channels, and ensuring that all marketing communication supports the company's overall identity, image, and reputation. This textbook is a roadmap to achieving this, thoroughly updated to reflect the dynamic changes in the area since the first edition was published. New to this edition: New sections on social media and now to integrate them into your marketing function New chapter on message development and an enhanced chapter on the IMC plan Robust pedagogy to help reinforce learning and memory Enhanced teaching materials online to help lecturers prepare their courses Brand new real-life case study vignettes

The Marketing of Sport

The Marketing of Sport
Author: John G. Beech,John Beech,Simon Chadwick
Publsiher: Pearson Education
Total Pages: 555
Release: 2007
ISBN: 9780273688266
Category: Business & Economics
Language: EN, FR, DE, ES & NL

The Marketing of Sport Book Excerpt:

This book sets an agenda for the future development of sport marketing and raises the profile of sport as a focus for academic study. The reader is also encouraged to develop a critical appreciation of this globally valuable and increasingly important sector, making it an ideal text for undergraduate and postgraduate students on sport, marketing and general business degree programmes. It includes 24 chapters contributed by leading authorities from the UK, Ireland, the US, Greece, France, New Zealand and Australia. The chapters address important developments including sponsorship and endorsements, branding, fan behaviour, merchandising, ticketing and the globalization of sport. It has over 60 international case studies. Learning outcomes, case study questions and recommended further reading all enhance students' learning and development.

Integrated Marketing Communications

Integrated Marketing Communications
Author: Don E. Schultz,Don E.. Schultz,Stanley I. Tannenbaum,Robert F. Lauterborn,Robert F.. Lauterborn,Heidi Schultz,Lauterborn Robert,Schultz Don,Tannenbaum Stanley,Stanley L Tannenbaum
Publsiher: McGraw Hill Professional
Total Pages: 218
Release: 1993
ISBN: 9780844233635
Category: Business & Economics
Language: EN, FR, DE, ES & NL

Integrated Marketing Communications Book Excerpt:

"Integrated Marketing Communications challenges business to confront a fundamental dilemma in today's marketing - the fact, that mass media advertising, by itself, no longer works. This landmark book reveals that strategies long used to deliver selling messages to a mass culture through a single medium are now obsolete - and shows marketers how to get back on track."--BOOK JACKET. "The answer lies in customer-focused marketing, a key planning tool that can - in today's diverse, fragmented marketplace - explain the lifestyles, attitudes, and motivations of distinct buyer groups and predict their likely buying behaviors in the future. Schultz, Tannenbaum, and Lauterborn explain how, by beginning with detailed consumer information, marketers can build a synchronized, multi-channel communications strategy that reaches every market segment with a single, unified message."--BOOK JACKET. "This book also shows how to put an integrated program into practice, with expert guidance on planning, coordinating, and controlling the entire communications process. Along the way, the authors tackle those critical questions that too often impede marketing decisions, such as who should control the communications program? How should resources be allocated to advertising, sales promotion, direct response, public relations, and other marketing communications options? How can companies resolve "turf battles" and combat fears of budget loss? How should the different players - agencies and suppliers - be compensated? And most importantly, how can the impact of an integrated strategy be measured and made accountable?"--BOOK JACKET. "Extensive-examples and two in-depth success stories detail how top organizationsare sharpening their competitive edge through integrated communications programs."--BOOK JACKET. "An incisive study of the barriers that confound today's marketing, Integrated Marketing Communications breaks new ground for all business thinkers and strategists."--BOOK JACKET.

MARKETING 3E P

MARKETING 3E P
Author: Paul Baines,Chris Fill
Publsiher: Oxford University Press
Total Pages: 737
Release: 2014-02
ISBN: 0199659532
Category: Business & Economics
Language: EN, FR, DE, ES & NL

MARKETING 3E P Book Excerpt:

Linked to an online resource centre and instructor's DVD, this textbook introduces the basic principles of marketing. It includes numerous contemporary case studies, chapter summaries and review questions.

Integrated Marketing Communication

Integrated Marketing Communication
Author: Jerry Kliatchko
Publsiher: Cambridge Scholars Publishing
Total Pages: 135
Release: 2019-10-29
ISBN: 1527542394
Category: Social Science
Language: EN, FR, DE, ES & NL

Integrated Marketing Communication Book Excerpt:

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.

Fundamentals of Marketing 2e

Fundamentals of Marketing 2e
Author: Paul Baines,Sophie Whitehouse,Paolo Antonetti,Sara Rosengren
Publsiher: Oxford University Press, USA
Total Pages: 392
Release: 2021-01-12
ISBN: 0198829256
Category: Electronic Book
Language: EN, FR, DE, ES & NL

Fundamentals of Marketing 2e Book Excerpt:

Based on the bestselling Marketing by Baines, Fill, Rosengren, and Antonetti, Fundamentals of Marketing is the most relevant, concise guide to marketing, combining the most essential theories with a global range of practitioner insights.

Principles of Marketing

Principles of Marketing
Author: Philip Kotler,Gary Armstrong,Veronica Wong,John Saunders
Publsiher: Pearson Education
Total Pages: 1020
Release: 2008
ISBN: 9780273711568
Category: Lehrbuch - Marketing
Language: EN, FR, DE, ES & NL

Principles of Marketing Book Excerpt:

The goal of Principles of Marketing, Fifth Edition, is to introduce people to the fascinating world of modern marketing in an innovative, practical and enjoyable way. Like any good marketer, we're out to create more value for you, our customer. We have perused every page, table, figure, fact and example in an effort to make this the best text from which to learn about and teach marketing.

Marketing Communications

Marketing Communications
Author: Steve Bird
Publsiher: Juta and Company Ltd
Total Pages: 578
Release: 2004
ISBN: 9780702165092
Category: Business & Economics
Language: EN, FR, DE, ES & NL

Marketing Communications Book Excerpt:

Six marketing communication tools—advertising, personal selling, sales promotion, direct marketing, public relations, and sponsorship—are reviewed in this text for South African learners and practitioners. This fully updated edition focuses on recent developments in marketing communications, highlighting the use of the World Wide Web, e-mail, and instant messaging in marketing. The user friendly and interactive presentation for self-assessment makes this an outcome-based learning tool.

Nation Branding

Nation Branding
Author: Keith Dinnie
Publsiher: Routledge
Total Pages: 276
Release: 2015-08-27
ISBN: 1317681959
Category: Business & Economics
Language: EN, FR, DE, ES & NL

Nation Branding Book Excerpt:

Nation Branding: Concepts, Issues, Practice was the ground-breaking first textbook to provide an overview of this recently established but fast-growing practice, in which the principles of brand management are applied to countries rather than companies. Many governments have invested in nation branding in order to strengthen their country's influence, improve its reputation, or boost tourism, trade and investment. This new edition has been comprehensively revised and its influential original framework modified to reflect the very latest changes to this still-developing field. It remains an accessible blend of theory and practice rich with international examples and contributions. Updates to this edition: New international cases of countries as diverse as China, United Arab Emirates, Ghana, Cuba, India, Great Britain and many more; New contributions from distinguished scholars, diplomats and businesspeople providing a range of case studies, practitioner insights and academic perspectives; New Companion Website to support the book featuring instructor aids such as PowerPoint presentations for each chapter and an instructor manual; This much-anticipated update to an influential book is an essential introduction to nation branding for students and policy makers.

Strategic Integrated Marketing Communication

Strategic Integrated Marketing Communication
Author: Larry Percy
Publsiher: Routledge
Total Pages: 308
Release: 2008
ISBN: 0750679808
Category: Business & Economics
Language: EN, FR, DE, ES & NL

Strategic Integrated Marketing Communication Book Excerpt:

Integrated Marketing Communications is planning in a systematic way to determine the most effective and consistent message for appropriate target audiences. This comprehensive new textbook deals with all aspects of Integrated Marketing Communication from a strategic perspective.

A Reader in Marketing Communications

A Reader in Marketing Communications
Author: Philip J. Kitchen,Patrick de Pelsmacker,Lynne Eagle
Publsiher: Taylor & Francis
Total Pages: 273
Release: 2005
ISBN: 9780415356497
Category: Business & Economics
Language: EN, FR, DE, ES & NL

A Reader in Marketing Communications Book Excerpt:

Combining papers on marketing communications with commentary and overviews from the editors, case studies and student question and answer sections, this text provides a global perspective on this topical subject.

Integrated Marketing Communications with Student Resource Access 12 Months

Integrated Marketing Communications with Student Resource Access 12 Months
Author: Bill Chitty,William Chitty,Edwina Luck,Nigel Barker,Anne-Marie Sassenberg,Terence A. Shimp,J. Craig Andrews
Publsiher: Cengage AU
Total Pages: 532
Release: 2017-11-16
ISBN: 0170386511
Category: Communication in marketing
Language: EN, FR, DE, ES & NL

Integrated Marketing Communications with Student Resource Access 12 Months Book Excerpt:

Organisations continually use integrated marketing communications to achieve a competitive advantage and meet their marketing objectives. This 5th edition of Integrated Marketing Communications emphasises digital and interactive marketing, the most dynamic and crucial components to a successful IMC campaign today. Incorporating the most up-to-date theories and practice, this text clearly explains and demonstrates how to best select and co-ordinate all of a brand's marketing communications elements to effectively engage the target market. Chapters adopt an integrative approach to examine marketing communications from both a consumer's and marketer's perspective. With a new chapter on digital and social marketing addressing the development of interactive media in IMC and new IMC profiles featuring Australian marketer's, along with a wide range of local and global examples including: Spotify, Pandora, Snapchat, Palace Cinemas, Woolworths, KFC, Old Spice, Telstra, Colgate and QANTAS, this text has never been so relevant for students studying IMC today. Each new copy of the text also offers 12 month access to a wealth of student online revision and learning tools: CourseMate Express + Search me! Marketing. Unique to the text is a series of new student and instructor IMC videos showing students how key objectives in IMC theory are applied by real businesses.