Strategic integrated marketing communications
著者
書誌事項
Strategic integrated marketing communications
Routledge, 2023
4th ed
- : pbk
大学図書館所蔵 全1件
注記
Includes bibliographical references and index
内容説明・目次
内容説明
* Provides a step-by-step guide to planning and developing an effective IMC campaign, making it suitable as core reading for a broad range of Marketing and Advertising modules.
* New edition of a highly regarded textbook, with updated content, examples and cases, and an international approach.
目次
Part 1: Introduction to IMC
1. Overview of IMC
2. Brands and IMC
3. Companies and IMC
Part 2: Components of IMC
4. Advertising
5. Promotion
6. Media
7. Additional delivery options
Part 3: IMC messages
8. Message processing
9. Message development
10. Creative execution
Part 4: The IMC plan
11. Planning considerations
12. The IMC planning process
13. Finalizing and implementing the IMC plan
「Nielsen BookData」 より