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Integrated Marketing Communications

Integrated Marketing Communications

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  • ISBN:9780077111205
  • Editorial: Irwin - Mcgraw-Hill
  • Fecha de la edición:
  • Encuadernación:
  • Nº Pág.:672
  • Idiomas:Ingles

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Everything communicates. Any action that a company takes will leave an impression on its consumers. "Integrated Marketing Communications" is about the coherent, consistent and clear use of a company's communication options. The text provides students with a solid understanding of all of the major marketing communication functions and media alternatives, and the processes for integrating these activities in the most effective and efficientway in order to develop long-term, profitable customer relationships that build brands and create brand equity.

Chapter 1 Marketing Communications Builds Brands Chapter 2 Brands and brand relationships Chapter 3 Touch Points: Brand Communication at work Chapter 4 Consumer Response Chapter 5 IMC Planning Chapter 6 Creative Message Strategies Chapter 7 Message Execution Chapter 8 Media Characteristics Chapter 9 Internet and Interactivity Chapter 10 Media Planning Chapter 11 Building the Brand: Product Placement, Events, Sponsorships and Packaging Chapter 12 Publicity and Public Relations Chapter 13 Sales Promotions Chapter 14 Personal Selling Chapter 15 Direct Marketing and Customer Service: The dialogue builder Chapter 16 Social, Ethical and Legal Issues Chapter 17 International Marketing Communication Chapter 18 Measurement, Evaluation, and Effectiveness

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