Advertising and promotion : an integrated marketing communications perspective
著者
書誌事項
Advertising and promotion : an integrated marketing communications perspective
（Irwin/McGraw-Hill series in marketing）
Irwin/McGraw-Hill, c1998
4th ed
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注記
Rev. ed. of: Introduction to advertising and promotion. 3rd ed. 1995
Includes bibliographical references (p. 725-743) and indexes
内容説明・目次
内容説明
This text examines how advertisers need to communicate with consumers through the myriad outlets - print, radio, cable, satellite TV, and Internet - into the 21st century. It covers use of the Internet, global examples, marketing principles and real-world marketing communications campaigns.
目次
- The role of the IMC in marketing
- integrated marketing programme situation analysis
- analyzing the communications process
- objectives and budgeting for integrated marketing communications programmes
- developing the integrated marketing communications programme
- monitoring, evaluating and control
- special topics and perspectives.
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