Integrated marketing communications : a systems approach
著者
書誌事項
Integrated marketing communications : a systems approach
Prentice Hall, c1998
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注記
Includes bibliographical references and index
内容説明・目次
内容説明
Using a systems approach, this text explores the vital link between the marketing communications mix and strategic marketing. How-to in focus, it leads students step-by-step through the entire process of planning and managing the marketing communications tools to ensure the attainment of marketing and corporate-level goals. *Introduces the concept of integrated marketing communications (IMC), systems concepts used to build the systems model of IMC, and a specific systems model of IMC *Explores, in depth, the core of the systems model: strategy and tactics; viewing them as a process hierarchy or decision tree
目次
I. INTRODUCTION. Integrated Marketing Communications. Systems Concepts. A Systems Model of Integrated Marketing Communications. II. STRATEGY AND TACTICS. Corporate Strategy and Tactics. Marketing Strategy and Tactics. Marketing Communications Strategy and Tactics. III. OBJECTIVES, BUDGETING, AND CONTROL. Objectives and Performance Measures. Budget. Monitoring and Control. IV. ANALYSIS AND PLANNING. Analysis and Planning: Strategy Selection. Analysis and Planning: Objective Setting. Analysis and Planning: Budgeting. V. THE MARKETING COMMUNICATIONS SYSTEM AT LARGE. Lessons in Integration. Glossary. Index.
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