ISBN 13 : 978-1-266-09060-8

Sommaire :
Part One: Introduction to Integrated Marketing Communications
Chapter One: An Introduction to Integrated Marketing Communications
Chapter Two: The Role of IMC in the Marketing Process

Part Two: Integrated Marketing Program Situation Analysis
Chapter Three: Organizing for Advertising and Promotion: The Role of Ad Agencies and Other Marketing Communication Organizations
Chapter Four: Perspectives on Consumer Behavior

Part Three: Analyzing the Communication Process
Chapter Five: The Communication Process
Chapter Six: Source, Message, and Channel Factors

Part Four: Objectives and Budgeting for Integrated Marketing Communications Programs
Chapter Seven: Establishing Objectives and Budgeting for the Promotional Program
Part Five: Developing the Integrated Marketing Communications Program
Chapter Eight: Creative Strategy: Planning and Development
Chapter Nine: Creative Strategy: Implementation and Evaluation
Chapter Ten: Media Planning and Strategy
Chapter Eleven: Evaluation of Media: Television and Radio
Chapter Twelve: Evaluation of Media: Magazines and Newspapers
Chapter Thirteen: Support Media
Chapter Fourteen: Direct Marketing
Chapter Fifteen: The Internet: Digital and Social Media
Chapter Sixteen: Sales Promotion
Chapter Seventeen: Public Relations, Publicity, and Corporate Advertising

Part Six: Monitoring, Evaluation, and Control
Chapter Eighteen: Measuring the Effectiveness of the Promotional Program

Part Seven: Special Topics and Perspectives
Chapter Nineteen: International Advertising and Promotion
Chapter Twenty: Regulation of Advertising and Promotion
Chapter Twenty-One: Evaluating the Social, Ethical, Evaluating Aspects of Advertising and Promotion Chapter Twenty-Two): Personal Selling (online)

Nbre volumes : 0

Langue : Anglais

Edition : 13ème, Intern. Student ed.

Illustration(s) : Schémas ; Photographie(s)

Localisation : Bibliothèque Campus de Nice

Support : Papier

Etat : Présent

Propriétaire : Bibliothèque