Integrated marketing communications : a primer

著者

• Kitchen, Philip J.
• Pelsmacker, Patrick de

書誌事項

Integrated marketing communications : a primer

Philip J. Kitchen and Patrick de Pelsmacker

Routledge, 2004

• : pbk
• : hbk

注記

Includes bibliographical references (p. 178-186) and index

内容説明・目次

内容説明

This textbook is the first introductory primer on integrated marketing communications. It combines theory and practice to show students of marketing how different aspects of integrated marketing communications (IMC) work together. Setting the scene in which IMC has emerged, the authors explain each component of the promotional mix and go on to explain the process of functional integration. The text includes key case studies on companies, including Proctor and Gamble, NSPCC and Ardi, illustrating the practical side of IMC in addition to an introduction to the main theories at work. Including an additional Study Guide at the back, this book will be a valuable resource for students of marketing and marketing communications.

目次

1. Scene Setting: Theory and Practice 2. Integrated Marketing Communications 3. Advertising 4. Sales Promotion 5. Direct Marketing 6. Marketing Public Relations 7. Sponsorship 8. E-Communications 9. Relationship Marketing 10. Summary and Conclusion

「Nielsen BookData」 より

詳細情報

• NII書誌ID(NCID): BA68062568
• ISBN:
  • 0415314216
  • 0415314208
• LCCN: 2004000946
• 出版国コード: uk
• タイトル言語コード: eng
• 本文言語コード: eng
• 出版地: London
• ページ数/冊数: xiii, 193 p.
• 大きさ: 24 cm
• 分類:
  • LCC : HF5415.123
  • DC22 : 658.8/001/4
• 件名:
  • LCSH : Communication in marketing