Introduction to Integrated Marketing Communications

Introduction to Integrated Marketing Communications

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Description

Appropriate for introductory university and college courses in Advertising, Marketing Communications, and Promotions. This full colour text focuses on the wide range of areas included in marketing communications and the tools and techniques needed to create an integrated approach. The goal is to present the wide range of communication messages and the sources that produce them and then illustrate how they can be used for maximum efficiency through a coordinated planning process.show more

Product details

  • Hardback | 640 pages
  • 229 x 279 x 25mm | 1,442g
  • Pearson Education Limited
  • Prentice-Hall
  • Harlow, United Kingdom
  • 013015668X
  • 9780130156686

Table of contents

I. UNDERSTANDING INTEGRATED MARKETING COMMUNICATION. 1. Marketing Communication. 2. The Marketing Mix and IMC. 3. Organizing for Integrated Marketing Communication. 4. Marketing Communication Strategy and Planning. II. THE IMC SITUATION. 5. The Sociocultural Environment. 6. Decision Making in the New Marketplace. 7. The Legal, Ethical, and Global Environment. 8. The Marketing Communication Process. III. THE TOOLS OF IMC. 9. Advertising. 10. Sales Promotion. 11. Public Relations. 12. Communicating Through Direct Marketing. 13. Personal Selling. IV. MEDIA OF IMC. 14. IMC Media. 15. Developing the Media Plan. V. PUTTING IMC TOGETHER. 16. Developing the IMC Appropriation. 17. Measuring IMC Performance. 18. Campaign Planning.show more

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