Author : Paul Russell Smith
Publisher : Kogan Page Publishers
Page : 324 pages
File Size : 25,54 MB
Release : 1999
Category : Business & Economics
ISBN : 9780749429188
Following the CIM Advanced level syllabus in Marketing Communications, this text covers key areas of the process and includes pro-forma documents for topics such as SWOT analysis, creative briefs and media briefs.
Author : Larry Percy
Publisher : Routledge
Page : 335 pages
File Size : 48,55 MB
Release : 2014-06-27
Category : Business & Economics
ISBN : 1136776206
An essential book for today's marketer now that integrated marketing communications form a critical success factor in building strong brands and strong companies This new edition is still the only textbook on the market to deal with all aspects of IMC from a strategic perspective Corporate image, identity and reputation have never been more important and this book unlocks the key factors in achieving and enhancing this Integrated Marketing Communications is not just about utilizing different communication options in your marketing campaign; it is about planning in a systematic way to determine the most effective and consistent message for your target audience. As such, it depends upon identifying the best positioning, generating positive brand attitude, a consistent reinforcement of the brand's message through IMC channels, and ensuring that all marketing communication supports the company's overall identity, image, and reputation. This textbook is a roadmap to achieving this, thoroughly updated to reflect the dynamic changes in the area since the first edition was published. New to this edition: New sections on social media and now to integrate them into your marketing function New chapter on message development and an enhanced chapter on the IMC plan Robust pedagogy to help reinforce learning and memory Enhanced teaching materials online to help lecturers prepare their courses Brand new real-life case study vignettes
Author : M. Joseph Sirgy
Publisher : Atomic Dog Publishing
Page : 0 pages
File Size : 29,8 MB
Release : 2006-08
Category : Communication in marketing
ISBN : 9781592602841
Strategic Marketing Communications: A Systems Approach to IMC is a textbook written for advanced students (both undergraduate and graduate students) majoring in marketing, marketing communications, and advertising. This book helps students understand the art and science of strategic decisions in marketing communications by showing students how to make strategic marketing communications decisions using a systems approach. The system approach guides decision-making in a hierarchy: corporate, marketing, and marketing communications. Within each hierarchical level the decision-maker selects a strategy that is implemented by setting measurable objectives, developing tactics, and allocating resources. These decisions, in turn are managed by two processes: analysis/planning and monitoring/control. In this text, authors Joe Sirgy and Don Rahtz address societal issues and provide great detail about the various elements of the marketing communications mix, including advertising, sales promotion, reseller support, public relations, direct marketing, and word-of-mouth communications. Students are also provided with reader-friendly case studies, web exercises, and illustrations to bring many of the technical concepts to life.
Author : Clarke Caywood
Publisher : McGraw Hill Professional
Page : 612 pages
File Size : 18,87 MB
Release : 1997-05
Category : Business & Economics
ISBN : 9780786311316
As the media grows more ruthless, the role of public relations has become increasingly complex and critical. Savvy businesspeople know that how a company conveys and maintains its image has never been more importantor more challenging. The Handbook of Strategic Public Relations & Integrated Communications is the definitive guide for communications professionals. Featuring the expertise of the world's foremost public relations and marketing authorities, it is the first book of its kind to combine the art and science of marketing, public relations and communications in one single resource. An indispensable reference guide to the best practices in every industry, this handbook features more than 40 information-packed chapters authored by the best minds in the business and covers cutting-edge tips, topics and techniques such as: Crisis management Marketing public relations Client-agency relationships Environmental public relations High-tech PR And more!
Author : Guy Masterman
Publisher : Routledge
Page : 345 pages
File Size : 12,44 MB
Release : 2007-06-01
Category : Business & Economics
ISBN : 1136395210
Innovative Marketing Communications for Events Management provides students and event managers with a complete insight into the strategic and innovative marketing of events of all scales and nature. The book builds a conceptual framework for the development, planning, implementation and evaluation of innovative communication strategies for the marketing of events, and the effective use of events as an innovative communications method in general organizational marketing. With a strong practical underpinning, Innovative Marketing Communications for Events Management emphasises to event managers the importance of effectively integrating a range of tools and techniques to communicate the event and provides them with a better understanding of how a variety of private and public sector organisations can use events within their communication strategies.
Author : Lynne Eagle
Publisher : Routledge
Page : 445 pages
File Size : 27,35 MB
Release : 2014-08-27
Category : Business & Economics
ISBN : 1317697758
With the proliferation of digital and social media, there has never been a more dynamic time to engage with marketing communications - and never has the integration of marketing communications (marcoms) principles into a strategic marketing plan been more challenging. Even the best product in the world won’t sell without the right reach to your potential customers and the right message to engage them. This textbook applies a uniquely practical approach to the topic so that, whilst a structured overview of planning, development, implementation and evaluation of marketing communications is in place, the detailed cases made available by the Institute for Practitioners in Advertising (IPA) show how actual challenges faced by professionals in the field were addressed. This book will help you to develop the skills you need to turn theory into the right integrated communication plan, in order to succeed in an increasingly competitive environment. Aided by a veritable wealth of pedagogical features, Marketing Communications will be essential reading for both students and professionals in marketing, communications and public relations. This textbook also benefits from a companion website which includes a comprehensive instructor’s guide with PowerPoint slides, testbank questions and answer checklists.
Author : Christopher E. Wilson
Publisher :
Page : 341 pages
File Size : 32,20 MB
Release : 2019
Category : Communication in management
ISBN : 9781524998950
Author : M. Joseph Sirgy
Publisher :
Page : 344 pages
File Size : 32,16 MB
Release : 1998
Category : Business & Economics
ISBN :
This advanced strategic marketing communications management text introduces advertising by objectives, and takes a strong behavioural approach. Its focus is on strategic decision operating.
Author : Robyn Blakeman
Publisher : Rowman & Littlefield
Page : 369 pages
File Size : 20,69 MB
Release : 2018-02-01
Category : Business & Economics
ISBN : 1538101068
Now in its third edition, this comprehensive text offers a classroom-tested, step-by-step approach to the creative processes and strategies for effective integrated marketing communication (IMC). Blakeman covers key areas, from marketing plans, branding/positioning, and creative briefs to copywriting, design, and considerations for each major media format. Throughout, she explores visual and verbal tactics, along with the use of business theory and practices, and how these affect the development of the creative message. This user-friendly introduction walks students through the varied strands of IMC, including advertising, PR, direct marketing, and sales promotion, in a concise and logical fashion.
Author : Chris Fill
Publisher :
Page : 700 pages
File Size : 39,61 MB
Release : 1999
Category : Business & Economics
ISBN :
The second edition of Marketing Communications comes with several new features: each of the chapters has been updated; there are new chapers in all areas of marketing communication; the book has been reorganised into three parts for ease of use.
