Integrated Advertising Promotion and Marketing Communications
245,00 TL
Kategori
Yayınevi
Barkod
9781292222691
Yazar
Baack, Donald, Clow, Kenneth E.
Yayın Dili
İngilizce
Yayın Yılı
2017
Sayfa Sayısı
512
Edisyon
8
Kapak Tipi
Karton Kapak
Piyasa Fiyatı
245,00 TL
Integrated Advertising, Promotion, and Marketing Communications speaks to an evolved definition of integrated marketing and teaches students how to effectively communicate in the business world. It champions the importance of integrating all marketing communications and helps students understand how communications are produced and transmitted.
This text covers advertising and promotions, the role of social media, blogs, mobile messaging, and other marketing tactics. To help students retain ideas, each chapter includes tools that allow students to apply concepts to real- life situations. The 8th Edition includes extensive analysis of social media, Internet blogs, and mobile helping students understand the vital links marketers use to connect with consumers.
Part I: The IMC Foundation 1. Integrated Marketing Communications 2. Brand Management 3. Buyer Behaviors 4. The IMC Planning Process Part II: IMC Advertising Tools 5. Advertising Campaign Management 6. Advertising Design 7. Traditional Media Channels Part III: Digital and Alternative Marketing 8. Digital Marketing 9. Social Media 10. Alternative Marketing Part IV: IMC Promotional Tools 11. Database and Direct Response Marketing and Personal Selling 12. Sales Promotions 13. Public Relations and Sponsorship Programs Part V: IMC Ethics, Regulation, and Evaluation 14. Relations and Ethical Concerns 15. Evaluating an Integrated Marketing Program
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