000 02420nam a2200205 4500
020 _a9780071123310
_cTZS 60,000/=
040 _aMUL
_beng.
_eAACR
082 _a658.827 DUN
100 _aDuncan Tom
245 _aIMC :
_busing advertising and promotion to build brands
_c/ Tom Duncan
260 _aBoston :
_bMcGraw-Hill,
_c2002.
300 _axxxii, 783 p. :
_bchiefly col. ill. ;
_c29 cm.
440 _aMcGraw-Hill/Irwin series in marketing
504 _aIncludes index.
505 _aPart 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
520 _aIMC 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.
546 _aeng.
650 _aBranding (Marketing)
942 _cBK
999 _c6138
_d6138