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Integrated Advertising, Promotion and Marketing Communications, Global Edition

Integrated Advertising, Promotion and Marketing Communications, Global Edition

Autorzy
Wydawnictwo Pearson Education Limited
Data wydania 11/09/2017
Wydanie 8
Liczba stron 512
Forma publikacji książka w miękkiej oprawie
Poziom zaawansowania Dla szkół wyższych i kształcenia podyplomowego
ISBN 9781292222691
Kategorie Komunikacja w biznesie i prezentacje, Reklama
Zastępuje 9781292093635
302.00 PLN (z VAT)
$80.16 / €67.59 / £60.38 /
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Opis książki

For advertising courses. Integrated advertising and marketing communications taught through real-life application Integrated Advertising, Promotion, and Marketing Communications speaks to an evolved definition of integrated marketing and teaches students how to effectively communicate in the business world. It champions the importance of integrating all marketing communications and helps students understand how communications are produced and transmitted. This text covers advertising and promotions, the role of social media, blogs, mobile messaging, and other marketing tactics. To help students retain ideas, each chapter includes tools that allow students to apply concepts to real- life situations. The 8th Edition includes extensive analysis of social media, Internet blogs, and mobile helping students understand the vital links marketers use to connect with consumers. Pearson MyLab Marketing not included. Students, if MyLab is a recommended/mandatory component of the course, please ask your instructor for the correct ISBN and course ID. MyLab should only be purchased when required by an instructor. Instructors, contact your Pearson rep for more information. MyLab is an online homework, tutorial, and assessment product designed to personalize learning and improve results. With a wide range of interactive, engaging, and assignable activities, students are encouraged to actively learn and retain tough course concepts.

Integrated Advertising, Promotion and Marketing Communications, Global Edition

Spis treści

Part I: The IMC Foundation

1. Integrated Marketing Communications

2. Brand Management

3. Buyer Behaviors

4. The IMC Planning Process



Part II: IMC Advertising Tools

5. Advertising Campaign Management

6. Advertising Design

7. Traditional Media Channels



Part III: Digital and Alternative Marketing

8. Digital Marketing

9. Social Media

10. Alternative Marketing



Part IV: IMC Promotional Tools

11. Database and Direct Response Marketing and Personal Selling

12. Sales Promotions

13. Public Relations and Sponsorship Programs



Part V: IMC Ethics, Regulation, and Evaluation

14. Relations and Ethical Concerns

15. Evaluating an Integrated Marketing Program

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