Principles of Integrated Marketing Communications
Autor Lawrence Angen Limba Engleză Paperback – 2 ian 2014
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Specificații
ISBN-13: 9781107649187
ISBN-10: 1107649188
Pagini: 400
Ilustrații: 165 colour illus.
Dimensiuni: 203 x 254 x 21 mm
Greutate: 0.89 kg
Ediția:New.
Editura: Cambridge University Press
Colecția Cambridge University Press
Locul publicării:Melbourne, Australia
ISBN-10: 1107649188
Pagini: 400
Ilustrații: 165 colour illus.
Dimensiuni: 203 x 254 x 21 mm
Greutate: 0.89 kg
Ediția:New.
Editura: Cambridge University Press
Colecția Cambridge University Press
Locul publicării:Melbourne, Australia
Cuprins
1.
Communications
barriers
and
planning
the
Integrated
Marketing
Communications
(IMC);
2.
Principles
of
generating
insights;
3.
Principles
of
brand
positioning;
4.
Principles
of
media
planning
and
budgeting
in
advertising;
5.
Traditional
and
digital
media;
6.
Principles
of
advertising
creativity;
7.
Planning
and
executing
the
creative
appeal;
8.
Principles
of
social
influence;
9.
Principles
of
using
public
relations,
corporate
reputation
and
sponsorship;
10.
Principles
of
influence
in
personal
selling;
11.
Principles
of
direct
marketing
and
sales
promotion;
12.
Principles
of
advertising:
pretesting
and
campaign
tracking;
13.
An
integrative
review.
Recenzii
'I
really
like
the
book
and
the
approach,
it's
refreshingly
different
which
is
what
I
have
been
looking
for.
It
is
also
not
American-saturated
which
is
a
great
relief
…
The
book
reads
very
well
and
is
properly
oriented
into
marketing
thinking
not
advertising.
…
What
appeals
to
me
most
about
Lawrence's
book
is
the
strong
marketing
focus
-
I
teach
marketing
students
not
advertising
students
so
have
been
wanting
a
text
that
focuses
on
aspects
marketers
want
to
know
about!
The
thinking
questions
are
also
excellent
and
I
will
be
using
those
to
help
me
put
the
assignments
together.'
Kate
Jones,
Auckland
University
of
Technology
'Highlights of the book include its engaging writing style and its judicious use of evidence to support theories and claims. Its length is suitable for teaching needs, and I will be recommending it to colleagues.' Robert East, Kingston Business School, Kingston University London
'Highlights of the book include its engaging writing style and its judicious use of evidence to support theories and claims. Its length is suitable for teaching needs, and I will be recommending it to colleagues.' Robert East, Kingston Business School, Kingston University London
Descriere
Explains
the
principles
and
practice
of
implementing
an
effective
marketing
strategy
using
a
variety
of
channels
and
techniques.