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Full Description
Marketing in the digital age poses major challenges for traditional and established practices of communication. To help readers meet these challenges Principles of Integrated Marketing Communications: An Evidence-based Approach provides a comprehensive foundation to the principles and practices of integrated marketing communications (IMC). It examines a variety of traditional and digital channels used by professionals to create wide-reaching and effective campaigns that are adapted for the aims of their organisations. This edition has been thoroughly revised and each chapter includes: case studies of significant and award-winning campaigns from both Australian and international brands that illustrate the application of explored concepts; discussion and case study questions that enable readers to critically evaluate concepts and campaigns; a managerial application section that illustrates how concepts can be applied effectively in a real situation; a 'further thinking' section that expands knowledge of advanced concepts and challenges readers to think more broadly about IMC.
Contents
1. Integrated marketing communications and its synergistic effects; 2. Uncovering insights; 3. Brand Positioning; 4. Media planning for growth; 5. Integrating digital and non-digital channels; 6. Advertising creativity; 7. Planning and executing the creative appeal; 8. Social influence; 9. Public relations, corporate reputation, sponsorship and content marketing; 10. Influence, tactics and integration in personal selling; 11. Direct response marketing and sales promotion integration; 12. Advertising testing, campaign tracking and synergistic effects; 13. Integrative review, IMC implementations and marketing technologies.