Marketing Communication: An Integrated approach 3e
About this publication
The world of integrated marketing communication (IMC) has changed dramatically over the last 10 years, due in large part to the expansion and advances in digital media technology. These changes have affected clients, consumers and advertisers alike. Marketing Communication: An integrated approach 3e deals with the past, present and future of IMC and the impact this has had on the pace and demands of effective persuasive communication in the current digital age. It is also the first IMC textbook to cover in detail alternative communication strategies and how their unconventional and disruptive tactics have been integrated into our daily lives.
Content
Chapter 1: Integrated marketing communication: past, present and future
Chapter 2: Factors influencing marketing communication decisions
Chapter 3: Marketing communication planning and campaign tactics
Chapter 4: Persuasive communication
Chapter 5: Advertising
Chapter 6: Advertising creativity
Chapter 7: Advertising media and media planning
Chapter 8: Personal selling
Chapter 9: Shopper marketing
Chapter 10: Direct response and database marketing
Chapter 11: Public relations and word-of-mouth management
Chapter 12: Sponsorship and event marketing
Chapter 13: Alternative communication channels
Chapter 14: Digital media marketing
Chapter 15: Evaluating the effectiveness of the IMC tools
Interest / Benefit to
- Undergraduate Marketing
- Management Students
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