› › The Executor Of Integrated Marketing Communications Strategy Marcom Manager S Working Model

The Executor of Integrated Marketing Communications Strategy: Marcom Manager’s Working Model

Author : Kwang-Yong Shin

Publisher : Springer Science & Business Media

Page : 150 pages

File Size : 34,38 MB

Release : 2013-06-04

Category : Business & Economics

ISBN : 3642380913

Get eBook

Book Description

The book mainly addresses the following aspects: First, it systematically introduces the domestic and foreign research results, pointing out the key elements of the basic theory of IMC, according to a company’s present situation and the practice of IMC strategy. Second, according to the different characteristics of each organization, it provides various IMC organization structures, such as linear structure Model l, a virtual network and centralized type that focuses on individual interest, external types of the IMC organizational structures Model, etc., and suggestions for further study are also presented.



Measuring Marketing and Brand Communications Performance

Author : Elenica Pjero

Publisher : Cambridge Scholars Publishing

Page : 169 pages

File Size : 27,43 MB

Release : 2020-02-18

Category : Business & Economics

ISBN : 1527547159

Get eBook

Book Description

Under the contemporary business conditions of hyper-competition, incessant change and pressure for growth and profitability, better management of marketing budgets has become an imperative for companies. In addition, properly monitoring and measuring marketing and brand communication strategies and tactics has become a critical factor for success across the geographic and typological organisational spectrum. This book explores how appropriately applied management initiatives on marketing and brand communications, through defined and measured consumer-centred processes, can be more successful and provide significant marketing return on investment (ROI). Moreover, the notions, methods and approaches described here ultimately constitute the tools of developing, measuring and improving strategy design and implementation. In addition, they are linked to a number of wider business goals, such as increased customer basis, stronger customer relationships, cost control, increased consumer loyalty, and brand building. In this vein, the book proposes various means of generating greater returns from marketing and brand investments, maximising both their efficiency and effectiveness. This, in turn, allows for greater financial resources to be reinvested towards consumer and employee satisfaction, strengthening the stability and viability of the company.



Interrogating the Theory and Practice of Communication for Social Change

Author : Pradip Ninan Thomas

Publisher : Springer

Page : 191 pages

File Size : 19,71 MB

Release : 2014-12-11

Category : Political Science

ISBN : 1137426314

Get eBook

Book Description

A new addition to the Palgrave Studies in Communication for Social Change series, this book sets the stage for subsequent books by identifying and analysing the current gaps in the field. It critically reviews the theory, practice and strategies of Communication for Social Change in relation to occurring structures, policies and discourses.



Strategies for Implementing Integrated Marketing Communications

Author : Larry Percy

Publisher : Contemporary Books

Page : 0 pages

File Size : 21,13 MB

Release : 1997

Category : Communication in marketing

ISBN : 9780844235837

Get eBook

Book Description

Integrated Marketing Communications is one of the hottest ideas in marketing today - and for good reason. Marketers today no longer feel limited to traditional ways of doing things. More and more marketers, both large and small, are realizing there is a wide range of ways to reach potential customers. This means you can better target your marketing communications, leading to more successful marketing programs. If this is true - and it is - then why do we hear so much about IMC not working? The reason is simple. IMC is much more than simply discussing new ways of communicating or using traditional means in new ways. IMC is a way of planning overall marketing communications strategy by first looking to your customers and asking what is the best way of reaching them. That is why Strategies for Implementing Integrated Marketing Communications was written. In 10 comprehensive but concise and easy-to-read chapters the author outlines approaches for developing the most effective IMC strategies and then tailoring the tactics needed to implement them effectively. With 224 pages of easy-to-use, practical advice and common-sense models and forms for guidance, including detailed cases showing step-by-step how several leading marketers have used this forward-looking approach to develop their own successful programs, Strategies for Implementing Integrated Marketing Communications will be the most powerful tool in your marketing and communications arsenal.



Marketing Communications in Emerging Economies, Volume I

Author : Thomas Anning-Dorson

Publisher : Springer Nature

Page : 318 pages

File Size : 35,15 MB

Release : 2021-10-28

Category : Business & Economics

ISBN : 3030813290

Get eBook

Book Description

The first of this two-volume work brings to the fore marketing communication theories and concepts that are prominent in emerging economy contexts, and highlights the opportunities and challenges within these markets. Offering a distinctive meaning and importance to both the practice and the theory of marketing communications in emerging economies, this collection introduces the foundational issues of marketing communications as well as the broader marketing communication environment and how they impact on communication strategy development and implementation. With contributors from diverse disciplines, the book establishes the importance of linking customer value creation, national culture and the management process with the marketing communications strategy. It highlights the critical role of research, the changing trends in marketing communication in the digital age and the communication opportunities for small and large brands. This book is a useful tool for orporate executives, educators, students, policymakers and businesses on marketing communication in emerging markets.



Strategic Integrated Marketing Communication

Author : Larry Percy

Publisher : Routledge

Page : 324 pages

File Size : 45,7 MB

Release : 2008

Category : Business & Economics

ISBN : 0750679808

Get eBook

Book Description

Integrated Marketing Communications is planning in a systematic way to determine the most effective and consistent message for appropriate target audiences. This comprehensive new textbook deals with all aspects of Integrated Marketing Communication from a strategic perspective.



Strategic Integrated Marketing Communications

Author : Larry Percy

Publisher : Routledge

Page : 298 pages

File Size : 27,70 MB

Release : 2014-06-27

Category : Business & Economics

ISBN : 1136776273

Get eBook

Book Description

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



The Bare Bones Introduction to Integrated Marketing Communication

Author : Robyn Blakeman

Publisher : Rowman & Littlefield

Page : 316 pages

File Size : 32,50 MB

Release : 2009

Category : Business & Economics

ISBN : 9780742555419

Get eBook

Book Description

This small, inexpensive text is an in-depth yet simply stated discussion on the business and structure of integrated marketing communication (IMC). The book focuses exclusively on introductory issues concerning integrated marketing communication as both a communication device and as a profession.



Strategic Integrated Marketing Communication

Author : Vanessa Kemme

Publisher : GRIN Verlag

Page : 29 pages

File Size : 32,85 MB

Release : 2018-05-18

Category : Business & Economics

ISBN : 3668706182

Get eBook

Book Description

Research Paper (undergraduate) from the year 2017 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 1,3, International Business School Nürnberg, language: English, abstract: In every area of science, economy and industry communication is used to create a significant message and to build relationships between sender and receiver. Especially when it comes to the science of marketing, communication is used in various forms that are managed and channelled consistently by strategic integrated marketing communications (IMC). Primarily introduced in the 1980s as a marketing strategy, IMC today plays a major role in many organisations corporate strategy, including the German company Lufthansa. The following essay will outline this marketing strategy by its theory and will apply it to the strategy of Lufthansa in three parts. Thereby the first part will illustrate the theoretical background of IMC regarding to its role and concept and its relations to other areas of marketing and business management. These findings will primarily be based on secondary research of literature from Kotler, Percy and Fill which will be sustained by the work of other authors. The second part of the essay will enlarge this theory by the approach of the communication mix and will transmit it to the practise of the German company Lufthansa. As the company is constituted as the Lufthansa Group and various sub companies the author will concern the business segment of passenger transport that is carried out by Lufthansa Passenger Airlines, in the following named Lufthansa. This business segment will be analysed for its integrated marketing communication strategy “Nonstop you” as part of the “7 to 2-our way forward” marketing program of Lufthansa Group. This analysis of the current strategy will lead over to recommendation within the third part of the essay, by providing an additional concept that will be described by the SOSTAC model. Within six elements the author will illustrate a communication strategy for a new target group that creates a message and builds relationship between Lufthansa and the Generation Y.



Integrated Marketing Communications

Author : Philip J. Kitchen

Publisher : Psychology Press

Page : 216 pages

File Size : 25,29 MB

Release : 2004

Category : Business & Economics

ISBN : 9780415314206

Get eBook

Book Description

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.