Integrated Marketing Communications （6TH）

Luck, Edwina/ Barker, Nigel/ Sassenberg, Ann-Marie

Cengage Australia（2020/12発売）

• 製本 Paperback:紙装版/ペーパーバック版／ページ数 570 p.
• 言語 ENG
• 商品コード 9780170443005

Full Description

Integrated Marketing Communications 6th edition explores how to coordinate all of a brand's marketing communications elements to effectively engage a target market. It also emphasises digital and interactive marketing, which are crucial components to a successful IMC campaign today. You'll learn how organisations use IMC to achieve a competitive advantage and meet their marketing objectives, and examine marketing communications from both a consumer's and marketer's perspective.

Contents

Part 1: Integrated marketing communications - an ever- changing conceptual framework
1. Integrated marketing communications foundations and the rise of digital
2. Persuasive communication and consumer attitudes
3. Market segmentation and brand positioning

Part 2: Managing and planning for integrated marketing communications
4. Establishing objectives and budgeting for IMC campaigns
5. Managing message creation and strategies
6. Media planning and analysis

Part 3: Media channels and IMC elements
7. Broadcast media
8. Print and support media
9. Digital marketing, behavioural targeting & search
10. Social Media marketing
11. Direct marketing and Sales promotion
12. Personal selling and relationship marketing
13. Marketing public relations and sponsorship marketing

Part 4: Evaluating integrated marketing communications
14. Evaluating integrated marketing communication effectiveness
Appendix to Chapter 14: IMC Plan