IMC
Using Advertising and Promotion to Build Brands
Published in October 2001
Book
Hardback
704 pages
978-0-07-112382-2 (ISBN)
Description
This is an applied text with a strong brand message. Most books on the market teach functions but neglect integration and organisation, which should be the very foundation of marketing. This text answers the questions of when to use, how to use, and who should be involved in the interrelated functions of marketing today. It also teaches the cost effectiveness of developing brand relationship (managing the ongoing dialogue between buyer and seller) and how to integrate the consumer into business-to-business marketing vs. business-to-consumer marketing.
More details
Language
English
Place of publication
London
United Kingdom
Publishing group
McGraw-Hill Education - Europe
Target group
Professional and scholarly
Illustrations
colour illustrations, colour facsimiles
Dimensions
Height: 217 mm
Width: 217 mm
Weight
1910 gr
ISBN-13
978-0-07-112382-2 (9780071123822)
Copyright in bibliographic data is held by Nielsen Book Services Limited or its licensors: all rights reserved.
Schweitzer Classification
Other editions
New editions
Tom Duncan
Principles of Advertising and IMC
Book
02/2004
2nd Edition
McGraw-Hill Publishing Co.
€51.98
Shipment within 15-20 days
Content
Part One. From Marketing Communications to IMC. 1. The Evolution of IMC. 2. Brands and Stakeholder Relationships. 3. IMC Partners and Cross-Functional Organization. Part Two. Strategic Foundations of IMC. 4. The Brand Communication Process. 5. The Brand Decision Process. 6. IMC Planning. 7. Segmenting and Targeting. 8. IT and Database-Driven Communication. Part Three. Creating, Sending, and Receiving Brand Messages. 9. IMC Message Strategy. 10. Brand Message Execution. 11. Media Characteristics. 12. The Internet and Interactive Media. 13. Media Planning. Part Four. Marketing Communication Functions. 14. Advertising: The Awareness Builder. 15. Public Relations: The Credibility Builder. 16. Sales Promotion: Intensifying Consideration. 17. Direct Response and Personal Sales: The Personal Connection. 18. Events, Sponsorships, and Customer Service: Experiential Contact. Part Five. The Big Picture. 19. Social, Ethical and Legal Issues. 20. International Marketing Communication. 21. Measurement, Evaluation and Effectiveness. Index. Glossary.