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PRINZIPIEN INTEGRIERTER MARKETINGKOMMU
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eBay-Artikelnr.:187419132019
Artikelmerkmale
- Artikelzustand
- Gut
- Hinweise des Verkäufers
- ISBN-10
- 1107649188
- Book Title
- Principles of Integrated Marketing Communications
- ISBN
- 9781107649187
Über dieses Produkt
Product Identifiers
Publisher
Cambridge University Press
ISBN-10
1107649188
ISBN-13
9781107649187
eBay Product ID (ePID)
166537098
Product Key Features
Number of Pages
400 Pages
Language
English
Publication Name
Principles of Integrated Marketing Communications
Publication Year
2014
Subject
Marketing / General
Type
Textbook
Subject Area
Business & Economics
Format
Trade Paperback
Dimensions
Item Height
0.6 in
Item Weight
28.9 Oz
Item Length
10 in
Item Width
7.5 in
Additional Product Features
Intended Audience
College Audience
LCCN
2013-478669
Reviews
'I really like the book and the approach, it's refreshingly different which is what I have been looking for. It is also not American-saturated which is a great relief … The book reads very well and is properly oriented into marketing thinking not advertising. … What appeals to me most about Lawrence's book is the strong marketing focus - I teach marketing students not advertising students so have been wanting a text that focuses on aspects marketers want to know about! The thinking questions are also excellent and I will be using those to help me put the assignments together.' Kate Jones, Auckland University of Technology
Dewey Edition
23
Illustrated
Yes
Dewey Decimal
658.802
Table Of Content
1. Communications barriers and planning the Integrated Marketing Communications (IMC); 2. Principles of generating insights; 3. Principles of brand positioning; 4. Principles of media planning and budgeting in advertising; 5. Traditional and digital media; 6. Principles of advertising creativity; 7. Planning and executing the creative appeal; 8. Principles of social influence; 9. Principles of using public relations, corporate reputation and sponsorship; 10. Principles of influence in personal selling; 11. Principles of direct marketing and sales promotion; 12. Principles of advertising: pretesting and campaign tracking; 13. An integrative review.
Synopsis
Principles of Integrated Marketing Communications explains the principles and practice of implementing effective IMC using a variety of channels and techniques. It equips readers with the knowledge to develop sophisticated marketing campaigns for contemporary business environments. Designed to introduce readers to IMC in an engaging way, this valuable resource: - Covers the latest concepts and tools in marketing and communications - Presents topics in light of their underlying theories and principles - Includes case studies adapted from recent, real-world examples (drawn from both Australian and international contexts). Each chapter contains a 'Further thinking' section, giving readers the opportunity to extend their understanding of the conceptual and historical underpinnings of IMC, and teaching them how to analyse and overcome problems when devising an IMC strategy. Each chapter also includes learning objectives and review questions, to reinforce knowledge. Additional material - including extra case studies and topical multimedia files - is available on the companion website at www.cambridge.edu.au/academic/imc., Integrated Marketing Communications explains the principles and practice of implementing an effective marketing strategy using a variety of channels and techniques. Designed to introduce IMC in an engaging way, this valuable resource equips students with the knowledge to develop sophisticated marketing campaigns for contemporary business environments., Principles of Integrated Marketing Communications explains the principles and practice of implementing effective IMC using a variety of channels and techniques. It equips readers with the knowledge to develop sophisticated marketing campaigns for contemporary business environments. Designed to introduce readers to IMC in an engaging way, this valuable resource: * Covers the latest concepts and tools in marketing and communications * Presents topics in light of their underlying theories and principles * Includes case studies adapted from recent, real-world examples (drawn from both Australian and international contexts). Each chapter contains a 'Further thinking' section, giving readers the opportunity to extend their understanding of the conceptual and historical underpinnings of IMC, and teaching them how to analyse and overcome problems when devising an IMC strategy. Each chapter also includes learning objectives and review questions, to reinforce knowledge. Additional material - including extra case studies and topical multimedia files - is available on the companion website at www.cambridge.edu.au/academic/imc.
LC Classification Number
HF5415.123
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Verkäuferbewertungen (297'723)
- i***b (1074)- Bewertung vom Käufer.Letzter MonatBestätigter KaufQuick delivery, item in reasonably good condition overall albeit with one page off-kilter for some reason.
- r***d (11)- Bewertung vom Käufer.Letzter MonatBestätigter Kauf.
- e***s (121)- Bewertung vom Käufer.Letzter MonatBestätigter KaufThe item shipped fast with reliable shipping and tracking, it was as described and as a plus the seller contacted me when they shipped. I would buy from them again if given the opportunity. Thank you.