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Primer for Integrated Marketing Communications [Kietas viršelis]

4.00/5 (3 ratings by Goodreads)
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  • Formatas: Hardback, 208 pages, aukštis x plotis: 234x156 mm, weight: 540 g, 18 Line drawings, black and white
  • Išleidimo metai: 08-Jul-2004
  • Leidėjas: Routledge
  • ISBN-10: 0415314208
  • ISBN-13: 9780415314206
Kitos knygos pagal šią temą:
Primer for Integrated Marketing CommunicationsDidesnis paveikslėlis
  • Formatas: Hardback, 208 pages, aukštis x plotis: 234x156 mm, weight: 540 g, 18 Line drawings, black and white
  • Išleidimo metai: 08-Jul-2004
  • Leidėjas: Routledge
  • ISBN-10: 0415314208
  • ISBN-13: 9780415314206
Kitos knygos pagal šią temą:
Pastovi nuoroda: https://www.kriso.lt/db/9780415314206.html
Raktažodžiai:

This textbook is the first introductory primer on integrated marketing communications. It combines theory and practice to show students of marketing how different aspects of integrated marketing communications (IMC) work together.

Setting the scene in which IMC has emerged, the authors explain each component of the promotional mix and go on to explain the process of functional integration. The text includes key case studies on companies, including Proctor and Gamble, NSPCC and Ardi, illustrating the practical side of IMC in addition to an introduction to the main theories at work. Including an additional Study Guide at the back, this book will be a valuable resource for students of marketing and marketing communications.

Recenzijos

'This book provides experienced communication professionals, students and others interested in IMC, an excellent overview of what it is all about and what it can do, if applied in businesses. Kitchen and de Pelsmacker give us an interesting tour of IMC incorporating advertising, PR, direct marketing, internet and other marketing communication disciplines that, if applied will help build individual brands and the overarching corporate reputation of your firm or institution.' - Peter Frans Anthonissen, Anthonissen & Associates/University of Antwerp Management School (UAMS), Belgium

List of figures viii
List of tables ix
List of case studies x
Biographical notes xi
Acknowledgements xiii
1 Scene Setting: Theory and Practice
1(12)
2 Integrated Marketing Communications
13(17)
3 Advertising
30(15)
4 Sales Promotion
45(17)
5 Direct Marketing
62(15)
6 Marketing Public Relations
77(15)
7 Sponsorship
92(15)
8 e-communications
107(16)
9 Relationship Marketing
123(17)
10 Summary and Conclusion 140(11)
Appendix: Study Guide and Techniques 151(27)
Bibliography 178(9)
Index 187
Philip Kitchen, Patrick de Pelsmacker