Principles of Advertising and IMC
McGraw-Hill Publishing Co.
978-0-07-111119-5 (ISBN)
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"Principles of Advertising and IMC, 2/e" by Tom Duncan explains the principles and practices of advertising and the other marketing communication functions within an integrated context complete with an integrated planning process. Duncan's text presents the new ways companies communicate with business-savvy customers. It also shows how and why top management demands accountability of how advertising and promotion dollars are spent. "Principles of Advertising and IMC" provides students with a basic understanding of all the major marketing communication functions, the major media alternatives, and the processes for integrating these activities in the most effective and efficient way in order to develop long-term, profitable customer relationships that build brands and create brand equity.
Part I. How Brands are Built. Chapter 1. The Marketing Communication Functions and IMC. Chapter 2. Marketing Communication Partners and Organization. Chapter 3. Brands and Stakeholder Relationships. Part II. Basic MC Strategies for Building Brands. Chapter 4. Integrating the Brand Communication Process. Chapter 5. Customer Brand Decision Making. Chapter 6. Advertising and IMC Planning. Chapter 7. Segmenting, Targeting and Positioning. Chapter 8. Data-Driven Communications. Part III. Creating, Sending, and Receiving Brand Message. Chapter 9. Advertising and IMC Creative Strategies. Chapter 10. Creative Executions. Chapter 11. Advertising and IMC Media. Chapter 12. Internet and e-Commerce. Chapter 13. Advertising and IMC Media Planning. Part IV. The Marketing Communication Functions. Chapter 14. Consumer Promotional and Packaging. Chapter 15. Channel Marketing and Trade Promotion. Chapter 16. Personal Selling. Chapter 17. Public Relations and Brand Publicity. Chapter 18. Integrated Direct Marketing. Chapter 19. Customer Service, Trade Shows, Events and Sponsorships. Part V. The Big Picture. Chapter 20. Social, Legal and Ethical Issues in Marketing Communications. Chapter 21. International IMC. Chapter 22. Effectiveness Measurements and Evaluations.
| Erscheint lt. Verlag | 1.2.2004 |
|---|---|
| Verlagsort | London |
| Sprache | englisch |
| Maße | 216 x 276 mm |
| Gewicht | 1616 g |
| Themenwelt | Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb |
| ISBN-10 | 0-07-111119-0 / 0071111190 |
| ISBN-13 | 978-0-07-111119-5 / 9780071111195 |
| Zustand | Neuware |
| Informationen gemäß Produktsicherheitsverordnung (GPSR) | |
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