Integrated marketing communications 

 - 3a ed 
 -  Cengage Learning,  2012 
 - 424 p. ; 28 cm. 
<br/><br/> 3rd asia pacific edition 
<br/><br/>	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.-- 
<br/><br/> This 3rd edition of Integrated Marketing Communications continues to offer comprehensive and focussed coverage of the Asia Pacific marketing communications environment 
<br/><br/><label>ISBN: </label>9780170191548 
<br/><br/><label>Subjects--Uniform Titles: </label><br/>HF COMMERCE
<br/><br/><label>Subjects--Topical Terms: </label><br/>Communication in marketing--Pacific Area<br/>Sales promotion<br/>Marketing--Pacific Area<br/>