統合型マーケティング・コミュニケーション（ＩＭＣ） A Primer for Integrated Marketing Communications

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統合型マーケティング・コミュニケーション（ＩＭＣ）<br>A Primer for Integrated Marketing Communications

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¥77,577

電子書籍

統合型マーケティング・コミュニケーション（ＩＭＣ）
A Primer for Integrated Marketing Communications

著者名：Kitchen, Philip/de Pelsmacker, Patrick
価格 ¥11,881 （本体¥10,801）
Routledge（2004/08/02発売）
ポイント 108pt　（実際に付与されるポイントはご注文内容確認画面でご確認下さい）

言語：ENG
ISBN：9780415314206
eISBN：9781134380831
NDC分類：675

ファイル： /

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.

1. Scene Setting: Theory and Practice 2. Integrated Marketing Communications 3. Advertising 4. Sales Promotion 5. Direct Marketing 6. Marketing Public Relations 7. Sponsorship 8. E-Communications 9. Relationship Marketing 10. Summary and Conclusion