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Integrated marketing communications

Contributor(s): Material type: TextTextLanguage: English Publication details: Cengage Learning, 2012Edition: 3a edDescription: 424 p. ; 28 cm.ISBN:
  • 9780170191548
Subject(s):
Contents:
pt. 1. The marketing communication process: a Conceptual Framework -- Ch. 1. Integrated marketing communications and brand equity enhancement ---- Ch. 2. The communication process ---- Ch. 3. Persuasion in marketing communications ---- Ch. 4. Market segmentation and brand positioning ---- pt. 2. Advertising management ---- Ch. 5. Advertising management ---- Ch. 6. Advertising strategy and implementation ---- pt. 3. Media strategies ---- Ch. 7. Broadcast media ---- Ch. 8. Print and support media ---- Ch. 9. Digital marketing ---- Ch. 10. Media planning and analysis ---- pt. 4. Elements of integrated marketing communications ---- Ch. 11. Direct marketing ---- Ch. 12. Sales promotion ---- Ch. 13. Marketing public relations and sponsorship marketing ---- Ch. 14. Personal selling ---- Ch. 15. Evaluating advertising effectiveness.--
Summary: This 3rd edition of Integrated Marketing Communications continues to offer comprehensive and focussed coverage of the Asia Pacific marketing communications environment
Holdings
Item type Current library Call number Status Date due Barcode
Book TBS Barcelona Libre acceso HF5415.123 CHI (Browse shelf(Opens below)) Available B04739

pt. 1. The marketing communication process: a Conceptual Framework -- Ch. 1. Integrated marketing communications and brand equity enhancement ---- Ch. 2. The communication process ---- Ch. 3. Persuasion in marketing communications ---- Ch. 4. Market segmentation and brand positioning ---- pt. 2. Advertising management ---- Ch. 5. Advertising management ---- Ch. 6. Advertising strategy and implementation ---- pt. 3. Media strategies ---- Ch. 7. Broadcast media ---- Ch. 8. Print and support media ---- Ch. 9. Digital marketing ---- Ch. 10. Media planning and analysis ---- pt. 4. Elements of integrated marketing communications ---- Ch. 11. Direct marketing ---- Ch. 12. Sales promotion ---- Ch. 13. Marketing public relations and sponsorship marketing ---- Ch. 14. Personal selling ---- Ch. 15. Evaluating advertising effectiveness.--

This 3rd edition of Integrated Marketing Communications continues to offer comprehensive and focussed coverage of the Asia Pacific marketing communications environment

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