Philip Kitchen,
Patrick de Pelsmacker
A Primer for Integrated Marketing Communications
Paperback Engels 2004 9780415314213Levertijd ± 11 werkdagen
Gratis verzonden
Samenvatting
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.
Specificaties
ISBN13:9780415314213
Taal:Engels
Bindwijze:Paperback
Aantal pagina's:208
Uitgever:Taylor & Francis Ltd
Hoofdrubriek:Algemeen management, Algemeen management
Thema:
Lezersrecensies
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Inhoudsopgave
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
Rubrieken
- advisering
- algemeen management
- coaching en trainen
- communicatie en media
- economie
- financieel management
- inkoop en logistiek
- internet en social media
- it-management / ict
- juridisch
- leiderschap
- marketing
- mens en maatschappij
- non-profit
- ondernemen
- organisatiekunde
- personal finance
- personeelsmanagement
- persoonlijke effectiviteit
- projectmanagement
- psychologie
- reclame en verkoop
- strategisch management
- verandermanagement
- werk en loopbaan