Gain invaluable insight into the entire marketing communications process with this contemporary and accessible textbook. You'll explore both traditional principles and digital techniques, from strategic planning and audience targeting to creative execution and media planning and discover how companies can leverage the power of MarTech, advertising technology and data analytics.
Packed with international case studies from organisations like Samsung, Uber Eats, e.l.f. Cosmetics, LEGO and Qatar Airways, and supported by critical thinking questions, this textbook shows how today's professionals are navigating a rapidly evolving landscape - and how you can, too.
Written by bestselling author Tracy Tuten, this is essential reading for your marketing communications journey.
Sprache
Verlagsort
Zielgruppe
Für höhere Schule und Studium
Maße
Höhe: 246 mm
Breite: 189 mm
ISBN-13
978-1-0362-1410-4 (9781036214104)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Klassifikation
Dr. Tracy L. Tuten is a Vice President of Research at Illuminas, where she consults with the world's leading technology brands. A globally recognized authority in marketing strategy and market research, Dr. Tuten brings decades of experience as an educator, researcher, and consultant to her work. Her academic background includes a Ph.D. in Marketing, and she has served as a two-time Fulbright Scholar, sharing her expertise at universities in Korea and Argentina.
Dr. Tuten's research has been published in leading journals, including Psychology & Marketing, the Journal of Business Research, and Industrial Marketing Management. She is the author of several acclaimed books, including the award-winning textbook Social Media Marketing (now in its 5th edition), recognized with the Textbook Excellence Award by the Textbook & Academic Authors Association. Her portfolio also includes Advertisers at Work, a collection of interviews with luminaries in the advertising industry, and pioneering texts on digital advertising and e-commerce. As a consultant, Dr. Tuten has advised leading global brands such as Samsung, Adobe, Dell Technologies, and the New York Times, offering expertise in areas such as branding, consumer behavior, and digital marketing strategy.
She remains active in the academic community by teaching at Champlain College, where she continues to share her knowledge and inspire future marketing professionals. Her numerous accolades include the O'Hare Leadership Award in Direct and Interactive Marketing Education, as well as recognition as a Social Media Master by Ad:Tech. Dr. Tuten's unique blend of academic rigor and practical expertise ensures her contributions remain invaluable in shaping the next generation of marketers.
Follow her updates on X: @brandacity
Chapter 1 Introduction to Integrated Marketing Communications
Chapter 2 The Advertising and Marketing Communications Industry
Chapter 3 Theoretical Foundations of Marketing Communications
Chapter 4 Segmentation, Targeting, and Positioning for MarCom
Chapter 5 Strategic Planning for IMC and Advertising Campaigns
Chapter 6 Creative Strategy
Chapter 7 Planning Media Strategy and Media Buying
Chapter 8 Paid Media
Chapter 9 Earned and Shared Media in Marcom Campaigns
Chapter 10 Owned Media Channels for Marcom Campaigns
Chapter 11 Martech and Advertising Technology
Chapter 12 Measuring the Effectiveness of Marketing Communications Campaigns
