IMC : using advertising and promotion to build brands / Tom Duncan

By:

Duncan Tom

Material type: Text

TextSeries: McGraw-Hill/Irwin series in marketingPublication details: Boston : McGraw-Hill, 2002.Description: xxxii, 783 p. : chiefly col. ill. ; 29 cmISBN:

9780071123310

Subject(s):

Branding (Marketing)

DDC classification:

658.827 DUN

Contents:

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

Summary: 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.

Tags from this library: No tags from this library for this title.

Average rating: 0.0 (0 votes)

Holdings
Item type	Current library	Home library	Call number	Copy number	Status	Date due	Barcode	Item holds
Book	Mzumbe University Main Campus Library	Mzumbe University Main Campus Library	658.827 DUN (Browse shelf(Opens below))	1	Available		0058388

Total holds: 0

Browsing Mzumbe University Main Campus Library shelves Close shelf browser (Hides shelf browser)

Previous								Next
Previous	658.822 PRI Pride-Ferrell foundations of marketing /	658.827 CHE Understanding brands : creating success	658.827 CHE Understanding brands /	658.827 DUN IMC : using advertising and promotion to build brands	658.827 GEL Global brand strategy : Unlocking brand potential across countries, cultures & markets	658.827 GEL Global brand strategy : Unlocking brand potential across countries, cultures & markets	658.827 KEL Strategic brand management : a European perspective /	Next

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.

There are no comments on this title.

to post a comment.