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Integrated marketing communications

Author: David Pickton; Amanda Broderick
Publisher: Harlow : Financial Times Prentice Hall, 2005.
Edition/Format:   Print book : English : 2nd edView all editions and formats
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'Integrated Marketing Communications', second edition, takes into account all aspects and elements of marketing communications. David Pickton and Amanda Broderick have restructured this edition to  Read more...

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Document Type: Book
All Authors / Contributors: David Pickton; Amanda Broderick
ISBN: 0273676458 9780273676454
OCLC Number: 56442647
Notes: Previous edition: 2001.
Description: 800 pages : illustrations ; 25 cm including CD-ROM
Contents: Short contentsIntroduction to integrated marketing communications (The IMC Framework Model) 1. What is marketing communications? 2. What is integrated marketing communications? PART ONE: THE INTEGRATED MARKETING COMMUNICATIONS PROCESS (THE IMC PROCESS MODEL) Integrating Case I- Concern 3. Creating shared meaning in marketing communications- the communications loop from sender to receiver 4. Marketing communications psychology5. Media6. e-Media7. The changing marketing communications environment8. The international context of marketing communications9. Regulation and legal controls10. Marketing communications ethics11. Image and brand management12. Customer/audience relationship management PART TWO: MANAGING INTEGRATED MARKETING COMMUNICATIONS PLANNING (THE IMC RABOSTIC PLANNING MODEL) Integrating Case 2- Skoda 13. Marketing communications planing and plans14. Organizational implications of integrated marketing communications15. Agency operations16. Research and analysis for integrated marketing communications decision-making17. Identifying target audiences and profiling target markets18. Setting budgets and allocating resources19. Setting objectives, determining strategy and tactics20. Creative implementation 21. Media implementation22. Production implementation23. Control and evaluation of integrated marketing communicationsPART THREE: THE INTEGRATED MARKETING COMMUNICATIONS MIX (THE IMC MIX MODEL) Integrating Case- Pampers24. Public relations25. Sponsorship26. Advertising27. Direct marketing communication28. Sale promotions, merchandising and point of sale29. Packaging30. Exhibitions and trade shows31. Personal selling and sales management Glossary Index
Responsibility: David Pickton, Amanda Broderick.

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