Integrated Marketing Communications
(Sprache: Englisch)
Everything communicates. Any action that a company takes will leave an impression on its consumers. This text is about the use of a company's communication options. It provides students with an understanding of various major marketing communication functions and media alternatives.
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Produktinformationen zu „Integrated Marketing Communications “
Everything communicates. Any action that a company takes will leave an impression on its consumers. This text is about the use of a company's communication options. It provides students with an understanding of various major marketing communication functions and media alternatives.
Klappentext zu „Integrated Marketing Communications “
Everything communicates. Any action that a company takeswill leave an impression on its consumers. IntegratedMarketing Communications is about the coherent,consistent and clear use of a company's communicationoptions. The text provides students with a solidunderstanding of all of the major marketing communicationfunctions and media alternatives, and the processes forintegrating these activities in the most effective and efficientway in order to develop long-term, profitable customer relationships that build brands and create brand equity.
Inhaltsverzeichnis zu „Integrated Marketing Communications “
Chapter 1 Marketing Communications Builds BrandsChapter 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
Autoren-Porträt von Hans Ouwersloot, Tom Duncan
Hans Ouwersloot is associate professor of Marketing at University of Maastricht. He has been teaching and researching there since 1997 and completed his PhD before that at Free University Amsterdam. Tom Duncan Director of the IMC graduate program at the University of Denvers Daniels College of Business. He also lectures at the School of Journalism & Mass Communication at the University of Colorado at Boulder. (US author to have no involvement in the adaptation)
Bibliographische Angaben
- Autoren: Hans Ouwersloot , Tom Duncan
- 2007, mit Abbildungen, Maße: 19,5 x 26,3 cm, Kartoniert (TB), Englisch
- Verlag: McGraw-Hill Higher Education
- ISBN-10: 0077111206
- ISBN-13: 9780077111205
Sprache:
Englisch
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