Integrated Marketing Communications
Financial Times Prentice Hall (Verlag)
978-0-273-62513-1 (ISBN)
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Integrated Marketing Communications is an exciting European based text covering all elements of marketing communications. Unlike many marketing communications texts Integrated Marketing Communications, as its title suggests, takes an explicitly integrated approach to the subject. Whilst a number of the chapters have been contributed by experts in their field, David Pickton and Amanda Broderick have created a comprehensive and cohesive textbook. The result is a textbook with excellent pedagogy and a unified style and approach. The lively text design, European approach, use of colour and comprehensive coverage of the marketing communications mix elements make it ideal for all students and lecturers in this popular and growing area. The book is suitable for use on general marketing communications modules and in more specialist areas such as advertising, public relations, sales promotions and direct marketing.
Part 1: Introduction to integrated marketing communications. 1. What is marketing communications? 2. Image and brand management. 3. Customer contact management. 4. What is integrated marketing communications? 5. The development of integrated marketing communications. 6. Measuring integrated marketing communications. Part 2: The integrated marketing communications process. 7. The changing marketing communications environment. 8. International context of marketing communications. 9. Regulations and ethics. 10. Creating shared meaning in marketing communications. 11. Media - the carriers of the message. 12. The new media. 13. Theories and models of buyer behaviour. 14. Looking at the individual. Part 3: Managing integrated marketing communications planning. 15. Organisational implications of integrated marketing communications. 16. Agency operations. 17. Marketing communications planning and plans. 18. Analysis for marketing communications decision making. 19. Evaluating the marketing communications campaign. 20. Segmentation and target markets. 21. Setting objectives - determining strategy and tactics. 22. Setting budgets. Part 4: The integrated marketing communications mix. 23. Advertising. 24. Public relations. 25. Sponsorship. 26. Sales promotion, merchandising and point of sale. 27. Personal selling and sales management. 28. Direct marketing communications. 29. Packaging. 30. Exhibitions and trade shows. Part 5. Implementation aspects of integrated marketing communications. 31. Creative implementation. 32. Media implementation. 33. Production implementation. Glossary. Useful organisations and addresses. Index.
| Erscheint lt. Verlag | 30.8.2000 |
|---|---|
| Verlagsort | Harlow |
| Sprache | englisch |
| Maße | 188 x 245 mm |
| Gewicht | 1420 g |
| Themenwelt | Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb |
| ISBN-10 | 0-273-62513-6 / 0273625136 |
| ISBN-13 | 978-0-273-62513-1 / 9780273625131 |
| Zustand | Neuware |
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