IMC : using advertising and promotion to build brands
Duncan Tom
IMC : using advertising and promotion to build brands / Tom Duncan - Boston : McGraw-Hill, 2002. - xxxii, 783 p. : chiefly col. ill. ; 29 cm. - McGraw-Hill/Irwin series in marketing .
Includes index.
Part One FROM MARKETING COMMUNICATION TO IMC 1 (118)
From Marketing Communication to IMC
2 (36)
Brands and Stakeholder Relationships
38 (40)
IMC Partners and Cross-Functional Organization
78 (41)
Part Two STRATEGIC FOUNDATIONS OF IMC 119 (188)
The Brand Communication Process
120 (36)
The Brand Decision Process
156 (36)
IMC Planning
192 (40)
Segmenting and Targeting
232 (38)
Data-Driven Communication
270 (37)
Part Three CREATING, SENDING, AND RECEIVING BRAND MESSAGES 307 (192)
IMC Message Strategy
308 (26)
Brand Message Execution
334 (34)
Media Characteristics
368 (44)
The Internet and Interactive Media
412 (42)
Media Planning
454 (45)
Part Four MARKETING COMMUNICATION FUNCTIONS 499 (160)
Advertising: The Awareness Builder
500 (28)
Public Relations: The Credibility Builder
528 (36)
Sales Promotion: Intensifying Consideration
564 (30)
The Personal Connection: Direct Response and Personal Sales
594 (36)
Experiential Contact: Events, Sponsorships, and Customer Service
630 (29)
Part Five THE BIG PICTURE 659 (102)
Social, Ethical, and Legal Issues
660 (30)
International Marketing Communication
690 (32)
Measurement, Evaluation, and Effectiveness
722 (39)
Glossary 761 (8)
Index 769
IMC goes beyond most books on the market today to concentrate not only on functions but also on integration and organization - the very foundations of effective marketing. Answering questions of "when to use, how to use, and who should be involved, " it provides concrete tools and strategies for managing the ongoing dialogue between buyers and sellers, creating and sending convincing brand messages, developing IT and database-driven communication -- and truly integrating the consumer into all aspects of B2B and B2C marketing.
eng.
9780071123310 TZS 60,000/=
Branding (Marketing)
658.827 DUN
IMC : using advertising and promotion to build brands / Tom Duncan - Boston : McGraw-Hill, 2002. - xxxii, 783 p. : chiefly col. ill. ; 29 cm. - McGraw-Hill/Irwin series in marketing .
Includes index.
Part One FROM MARKETING COMMUNICATION TO IMC 1 (118)
From Marketing Communication to IMC
2 (36)
Brands and Stakeholder Relationships
38 (40)
IMC Partners and Cross-Functional Organization
78 (41)
Part Two STRATEGIC FOUNDATIONS OF IMC 119 (188)
The Brand Communication Process
120 (36)
The Brand Decision Process
156 (36)
IMC Planning
192 (40)
Segmenting and Targeting
232 (38)
Data-Driven Communication
270 (37)
Part Three CREATING, SENDING, AND RECEIVING BRAND MESSAGES 307 (192)
IMC Message Strategy
308 (26)
Brand Message Execution
334 (34)
Media Characteristics
368 (44)
The Internet and Interactive Media
412 (42)
Media Planning
454 (45)
Part Four MARKETING COMMUNICATION FUNCTIONS 499 (160)
Advertising: The Awareness Builder
500 (28)
Public Relations: The Credibility Builder
528 (36)
Sales Promotion: Intensifying Consideration
564 (30)
The Personal Connection: Direct Response and Personal Sales
594 (36)
Experiential Contact: Events, Sponsorships, and Customer Service
630 (29)
Part Five THE BIG PICTURE 659 (102)
Social, Ethical, and Legal Issues
660 (30)
International Marketing Communication
690 (32)
Measurement, Evaluation, and Effectiveness
722 (39)
Glossary 761 (8)
Index 769
IMC goes beyond most books on the market today to concentrate not only on functions but also on integration and organization - the very foundations of effective marketing. Answering questions of "when to use, how to use, and who should be involved, " it provides concrete tools and strategies for managing the ongoing dialogue between buyers and sellers, creating and sending convincing brand messages, developing IT and database-driven communication -- and truly integrating the consumer into all aspects of B2B and B2C marketing.
eng.
9780071123310 TZS 60,000/=
Branding (Marketing)
658.827 DUN