Practical Guide to Integrated Marketing Communications
2nd Edition
Book
Paperback/Softback
160 pages
978-0-7494-2703-0 (ISBN)
Description
This text describes how to define key audiences and messages and develop a strategy to increase marketing impact. It uses late-1990s examples of well-known brands, assesses their strengths and weaknesses in terms of product communication, and offers suggestions on how to address these weaknesses.
More details
Series
Edition
2nd Revised edition
Language
English
Place of publication
London
United Kingdom
Target group
College/higher education
Professional and scholarly
Edition type
Revised edition
Illustrations
Illustrations, forms
Dimensions
Height: 234 mm
Width: 156 mm
Weight
300 gr
ISBN-13
978-0-7494-2703-0 (9780749427030)
Copyright in bibliographic data is held by Nielsen Book Services Limited or its licensors: all rights reserved.
Schweitzer Classification
Content
What does integrated communication mean?; planning for integration; the planning matrix; shaping individual campaigns; advertising; public relations; direct mail to relationship marketing; sponsorship; design; exhibitions, conferences and seminars; arming the salesforce; sales promotion; selecting the right techniques; assembling the total plan; keeping it all together; using external agencies; internal communication.