Integrated Advertising, Promotion, and Marketing (PDF)
This book introduces the concepts, perspectives, and importance of Integrated Marketing Communication (IMC). It presents the history of Indian advertising, the strategic importance of IMC, a discussion on social and cultural factors that enhance the effectiveness of marketing communication.
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This book introduces the concepts, perspectives, and importance of Integrated Marketing Communication (IMC). It presents the history of Indian advertising, the strategic importance of IMC, a discussion on social and cultural factors that enhance the effectiveness of marketing communication.
Prof. Mishra's research interests are online consumer behavior, electronic word of mouth, consumer socialization, adoption of emergent technologies (augmented reality, virtual reality, and voice assistants), and online fake reviews. Prof. Mishra has published in top-ranked journals such as International Journal of Information Management, Journal of Business Research, Psychology & Marketing, Journal of Consumer Behavior, Journal of Consumer Marketing, Marketing Intelligence and Planning, and Journal of Services Marketing.
Prof. Mishra has taught students of graduate program, doctoral program, and executive education. He has also conducted management development programs for higher management and offered consulting to Government and Commercial organizations.
Tata Sai Vijay is Assistant Professor in the Department of Marketing at Indian Institute of Management Ranchi. Previously, he worked at the Institute of Management Technology Nagpur and was also associated with the Shankaracharya Group at Bhilai and Raipur. He did the Fellow Program in Management from Indian Institute of Management Raipur in Marketing. He holds a master's degree in management and also in science (chemistry).
His research interest includes online consumer behavior, online consumer reviews, consumer buying behavior for new and innovative products,
He has taught students of postgraduate program, doctoral program, and executive education. He has also undertaken consulting research for state government organizations.
- Autoren: Anubhav Mishra , Tata Sai Vijay
- 2023, 382 Seiten, Englisch
- Verlag: Taylor & Francis
- ISBN-10: 1000999602
- ISBN-13: 9781000999600
- Erscheinungsdatum: 17.11.2023
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