Integrated marketing communications
著者
書誌事項
Integrated marketing communications
（The official CIM coursebook）
Butterworth-Heinemann, 2001-
- 2001-2002
- 2002-2003
- 2003-2004
- タイトル別名
-
Integrated marketing communications : 2001 postgraduate diploma syllabus
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注記
"Published on behalf of the Chartered Institute of Marketing"
Vol. 2003-2004 by Chris Fill
Includes index
内容説明・目次
- 巻冊次
-
2001-2002 ISBN 9780750653114
内容説明
"Integrated Marketing Communications 2001-2002" is a specifically tailored coursebook for students undertaking the Integrated Marketing Communications module of the CIM Certificate. Butterworth-Heinemann have worked closely with the Education Division of the CIM to ensure that all aspects of the text are up-to-date and correspond to the CIM's requirements, making this title the definitive companion to this year's course. Its comprehensive content and user-friendly text layout are designed to facilitate learning, with questions, activities, definitions and study tips to support the theory, while the structured study units link the information directly to the CIM syllabus. The new edition of this text contains: a firmly international perspective and a more strategic focus; new material to cover e-marketing issues, and more emphasis placed on integrated marketing communications and internal marketing; new and up to date examples and case studies to illustrate the theory; additional text references and website references; and, preparatory aids for the final exam, including the most recent exam papers, examiners' marking schemes and specimen answers.
Comprehensive yet uniquely accessible, it provides essential support for anyone undertaking a CIM course. It is completely revised and updated by the Senior Examiner for the Integrated Marketing Communications module to fit in with the CIM syllabus officially endorsed by the CIM approved by the CIM Chief Examiner.
目次
- Introduction to marketing communications
- Strategy, IMC and frameworks
- Contexts 1 - the customer context
- Contexts 2 - other contexts
- Promotional objectives and positioning
- Marketing communication strategy - the 3 P's
- Branding - product and corporate branding
- Cross-border communications
- Financial resources
- Sector-specific marketing communications
- Guidance on the examination preparation
- Appendices.
- 巻冊次
-
2002-2003 ISBN 9780750657082
内容説明
Butterworth-Heinemann's 2002-2003 CIM Coursebook series offers you the complete package for exam success. Comprising the fully updated coursebook texts and free online access to the MarketingOnline learning interface, it offers everything you need to keep you on course! THE COURSEBOOK: * Written by the CIM Senior Examiner for the Integrated Marketing Communications module * CIM approved content for this year's course * Approved by the CIM Chief Examiner * Updated material and cases to keep you up to speed with the latest developments Carefully structured to link information directly to the CIM syllabus, each coursebook text is crammed with a range of cases, questions, activities, definitions and study tips to support and test your understanding of the theory. Each coursebook includes access to MARKETINGONLINE, where you can: * Annotate, customise and create personally tailored notes using the electronic version of the coursebook * Receive regular tutorials on key topics * Search the coursebook online for easy access to definitions and key concepts
目次
- Preface
- Introduction to marketing communications
- Strategy, IMC and frameworks
- Contexts 1 - the customer
- Contexts 2 - other contexts
- Promotional objectives and positioning
- Marketing communications strategy - the 3Ps
- Branding - product and corporate branding
- Cross-border communications
- Managing marketing communications
- Sector-specific marketing communications
- Appendices - Guidance on examination preparation
- Answers and debriefings
- Curriculum information
- Further learning materials.
- 巻冊次
-
2003-2004 ISBN 9780750659635
内容説明
Each coursebook includes access to Marketingonline, where you can: annotate, customise and create personally tailored notes using the electronic version of the coursebook; receive regular tutorials on key topics; and search the coursebook online for easy access to definitions and key concepts. It is written by the CIM Senior Examiner for the Marketing Communications module to guide you through the 2003-2004 syllabus. There is a free online revision and course support. Customise your learning, extend your knowledge and prepare for the examinations with this complete package for course success.
目次
- Preface
- Introduction to marketing communications
- Strategy, IMC and frameworks
- Context 1 - the customer
- Context 2 - other contexts
- Promotional objectives and positioning
- Marketing communications strategy - the 3Ps
- Product and corporate branding
- Cross-border communications
- Managing marketing communications
- Sector-specific marketing communications
- Appendices - Guidance on examination preparation
- Answers and debriefings
- Curriculum information and reading list
- Learning materials
- Index.
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