Integrated advertising, promotion, and marketing communications
Using a hands-on approach, this text shows students how to develop a complete integrated marketing communications programme. It incorporates Internet exercises and a 'Building an IMC Campaign' project, with free 'Advertising Plan Pro' software
Guardado en:
| Autor principal: | |
|---|---|
| Otros Autores: | |
| Formato: | Libro |
| Publicado: |
Upper Saddle River, N.J. :
Pearson Prentice Hall,
©2007.
|
| Edición: | 3rd ed. |
| Materias: | |
| Etiquetas: |
Agregar Etiqueta
Sin Etiquetas, Sea el primero en etiquetar este registro!
|
Tabla de Contenidos:
- Integrated marketing communications Corporate image and brand management Buyer behaviors Promotions opportunity analysis Advertising management Advertising design: theoretical frameworks and types of appeals Advertising design: message strategies and executional frameworks Advertising media selection Trade promotions Consumer promotions Personal selling, database marketing, and customer relationship management Public relations, sponsorship programs, and regulations Internet marketing IMC for small businesses and entrepreneurial ventures Evaluating an integrated marketing program