Integrated Marketing Communications : European Edition
Everything communicates. Any action that a company takeswill leave an impression on its consumers. IntegratedMarketing Communications is about the coherent,consistent and clear use of a company's communicationoptions. The text provides students with a solidunderstanding of all of the major marketing communicationfunctions and media alternatives, and the processes forintegrating these activities in the most effective and efficientway in order to develop long-term, profitable customer relationships that build brands and create brand equity.
- Paperback | 672 pages
- 77 x 104 x 8mm | 1,002g
- 04 Nov 2010
- McGraw-Hill Education - Europe
- McGraw Hill Higher Education
- London, United States
- w. ill.
Table of contents
Chapter 1 Marketing Communications Builds Brands Chapter 2 Brands and brand relationships Chapter 3 Touch Points: Brand Communication at work Chapter 4 Consumer Response Chapter 5 IMC Planning Chapter 6 Creative Message Strategies Chapter 7 Message Execution Chapter 8 Media Characteristics Chapter 9 Internet and Interactivity Chapter 10 Media Planning Chapter 11 Building the Brand: Product Placement, Events, Sponsorships and Packaging Chapter 12 Publicity and Public Relations Chapter 13 Sales Promotions Chapter 14 Personal Selling Chapter 15 Direct Marketing and Customer Service: The dialogue builder Chapter 16 Social, Ethical and Legal Issues Chapter 17 International Marketing Communication Chapter 18 Measurement, Evaluation, and Effectiveness
About Tom Duncan
The founder of the Integrated Marketing Communication graduate program at the University of Colorado-Boulder, where he currently teaches. He is also a consultant to both companies and agencies on IMC and brand building. Before becoming a professor, Duncan worked in the industry for 15 years. He started his career in marketing research and account management at the Leo Burnett advertising agency's worldwide headquarters in Chicago. He worked on such accounts as Kentucky Fried Chicken and Procter & Gamble. He then went to the client side, where he was director of marketing services for Eckrich Processed Meats, a division of Beatrice Foods, and later vice president of marketing at Jeno's Frozen Foods, where he was responsible for new products.