Lien ebook : http://ezproxy.univ-catholille.fr/login?url=https://www.vleb...

eISBN : 9781405870931

Sommaire : Contents

I. INTRODUCTION TO INTEGRATED MARKETING COMMUNICATIONS.
1. What Is Marketing Communications ?
2. Image and Brand Management.
3. Customer Contact Management.
4. What Is Integrated Marketing Communications?
5. The Development of Integrated Marketing Communications.
6. Measuring Integrated Marketing Communications.

II. THE INTEGRATED MARKETING COMMUNICATIONS PROCESS.
7. The Changing Marketing Communications Environment.
8. International Context of Marketing Communications.
9. Regulations and Ethics.
10. Creating Shared Meaning in Marketing Communications.
11. Media—The Carriers of the Message.
12. The New Media.
13. Theories and Models of Buyer Behaviour.
14. Looking at the Individual.

III. MANAGING INTEGRATED MARKETING COMMUNICATIONS PLANNING.
15. Organisational Implications of Integrated Marketing Communications.
16. Agency Operations.
17. Marketing Communications Planning and Plans.
18. Analysis for Marketing Communications Decision Making.
19. Evaluating the Marketing Communications Campaign.
20. Segmentation and Target Markets.
21. Setting Objectives—Determining Strategy and Tactics.
22. Setting Budgets.

IV. THE INTEGRATED MARKETING COMMUNICATIONS MIX.
23. Advertising.
24. Public Relations.
25. Sponsorship.
26. Sales Promotion, Merchandising and Point of Sale.
27. Personal Selling and Sales Management.
28. Direct Marketing Communications.
29. Packaging.
30. Exhibitions and Trade Shows.

Langue : Anglais

Edition : 2ème

Lieu d'édition : CAMBRIDGE

Illustration(s) : Tableau(x)

Localisation : Bibliothèque Campus de Nice

Support : Numérique

Etat : Présent

Propriétaire : Bibliothèque