Introduction to Marketing Communications: An Integrated Approach / Edition 1

Introduction to Marketing Communications: An Integrated Approach / Edition 1

by John Burnett, Sandra Moriarty, Sandra Moriarty
     
 

ISBN-10: 0132690853

ISBN-13: 9780132690850

Pub. Date: 10/31/1997

Publisher: Pearson Education

The goal is to present the wide range of communication messages and the sources that produce them and then show how they can be used for maximum efficiency through a coordinated planning process. This book focuses on the wide range of areas included in marketing communication and the tools and techniques needed to create an integrated approach. Many real-world and

Overview

The goal is to present the wide range of communication messages and the sources that produce them and then show how they can be used for maximum efficiency through a coordinated planning process. This book focuses on the wide range of areas included in marketing communication and the tools and techniques needed to create an integrated approach. Many real-world and international examples are presented, providing a foundation for building a sound marketing communications plan.

Product Details

ISBN-13:
9780132690850
Publisher:
Pearson Education
Publication date:
10/31/1997
Pages:
752
Product dimensions:
8.35(w) x 10.31(h) x 1.37(d)

Table of Contents

Preface xxvii
Part I Understanding IMC 1(125)
1 Marketing Communication
1(27)
2 The Marketing Mix and IMC
28(32)
3 Organizing for Integrated Marketing Communications
60(30)
4 Marketing Communication Strategy and Planning
90(36)
Part II The IMC Situation 126(150)
5 The Sociocultural Environment
126(36)
6 Decision Making in the New Marketplace
162(38)
7 The Legal, Ethical, and Global Environment
200(40)
8 The Marketing Communication Process
240(36)
Part III The Tools of IMC 276(194)
9 Advertising
276(34)
10 Sales Promotion
310(32)
11 Public Relations
342(34)
12 Communicating Through Direct Marketing
376(36)
13 Personal Selling
412(26)
14 Marketing Communication that Crosses the Lines
438(32)
Part IV Media of IMC 470(82)
15 IMC Media
470(42)
16 Developing the Media Plan
512(40)
Part V Putting IMC Together 552
17 Developing the IMC Appropriation
552(30)
18 Measuring IMC Performance
582(38)
19 Campaign Planning
620

Customer Reviews

Average Review:

Write a Review

and post it to your social network

     

Most Helpful Customer Reviews

See all customer reviews >