Imc Strong In Theory But Struggling In Practice
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Imc Strong In Theory But Struggling In Practice
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Author : Katja Dienel
language : en
Publisher: diplom.de
Release Date : 2006-09-04
Imc Strong In Theory But Struggling In Practice written by Katja Dienel and has been published by diplom.de this book supported file pdf, txt, epub, kindle and other format this book has been release on 2006-09-04 with Business & Economics categories.
Inhaltsangabe:Abstract: Since the 1990s Integrated Marketing Communications (IMC) has particularly influenced both the theory and practice of communication management. The complex and evolving shift from the nineteenth century product centred approach to that of the twentieth century customer and twenty-first century stakeholder approaches has necessitated the adaptation of the concept. Integrated Marketing Communications (IMC) has evolved from the roots of psychology, marketing and mass communication. Despite its respected lineage, however, IMC remains an immature field that has struggled to establish its own unique body of literature. A key milestone in IMC s emerge occurred in 1991, when a task force of academics and professionals was formed in an effort to agree on such fundamental issues as the most appropriate terminology and definition of the IMC concept. Interestingly, the task force actually debated the use of at least three different terms which were integrated communications , total communications , and IMC . Although the task force did not forge a clear consensus on which term to use, IMC emerged as most commonly cited option and began to enter the mainstream of mass communications and marketing discussions in the early 1990s. Therefore literature in this paper is used as if it had intended to refer to integrated marketing communications. IMC is aiming to provide a consistent and effective message to the customers and other stakeholders as strategic consistency would lead to an increased brand value providing a competitive advantage for the given company. From this perspective IMC is a supportive concept. Yet, in practice, IMC has never been fully embraced. One of the most significant hindrances to IMC adaptation within a corporation has been the lack of agreement on a variable organisational structure. The purpose of this paper is to investigate proposed implementation structures and evaluate their impact in practice. It will identify both the benefits and limitation of these concepts. This paper will suggest the theoretical adaptation of change management within the IMC process as a pathway to practical success. To provide an introduction to the topic, chapter one stresses the historical development of the marketplace verifying the need of integrated marketing communications practices. It is, in addition, presenting the evolving nature of the concept, followed by offering definitions this paper will be based on. Chapter [...]
Imc
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Author : Thomas R. Duncan
language : en
Publisher:
Release Date : 2002
Imc written by Thomas R. Duncan and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2002 with Brand name products categories.
This is an applied text with a strong brand message. Most texts on the market teach functions but neglect integration and organization, which should be the very foundation of Marketing. This text answers the questions of "when to use, how to use, and who should be involved" in the interrelated functions of Marketing today. This text also teaches the cost effectiveness of developing brand relationship (managing the ongoing dialogue between buyer and seller)and how to truly integrate the consumer into Business-to-business marketing vs. Business-to-consumer marketing (B2B and B2C).
Strategic Integrated Marketing Communications
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Author : Larry Percy
language : en
Publisher: Routledge
Release Date : 2014-06-27
Strategic Integrated Marketing Communications written by Larry Percy and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014-06-27 with Business & Economics categories.
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
Strategic Integrated Marketing Communication
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Author : Larry Percy
language : en
Publisher: Routledge
Release Date : 2008
Strategic Integrated Marketing Communication written by Larry Percy and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2008 with Business & Economics categories.
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.
Indigenous Food Systems
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Author : Priscilla Settee
language : en
Publisher: Canadian Scholars
Release Date : 2020-01-31
Indigenous Food Systems written by Priscilla Settee and has been published by Canadian Scholars this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-01-31 with Social Science categories.
Indigenous Food Systems addresses the disproportionate levels of food-related health disparities among First Nations, Métis, and Inuit people in Canada, seeking solutions to food insecurity and promoting well-being for current and future generations of Indigenous people. Through research and case studies, Indigenous and non-Indigenous food scholars and community practitioners explore salient features, practices, and contemporary challenges of Indigenous food systems across Canada. Highlighting Indigenous communities’ voices, the contributing authors document collaborative initiatives between Indigenous communities, organizations, and non-Indigenous allies to counteract the colonial and ecologically destructive monopolization of food systems. This timely and engaging collection celebrates strategies to revitalize Indigenous food systems, such as achieving cultural resurgence and food sovereignty; sharing and mobilizing diverse knowledges and voices; and reviewing and reformulating existing policies, research, and programs to improve the health, well-being, and food security of Indigenous and Canadian populations. Indigenous Food Systems is a critical resource for students in Indigenous studies, public health, anthropology, and the social sciences as well as a vital reader for policymakers, researchers, and community practitioners.
The Evolution Of Integrated Marketing Communications
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Author : Don Schultz
language : en
Publisher: Routledge
Release Date : 2013-12-16
The Evolution Of Integrated Marketing Communications written by Don Schultz and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-12-16 with Business & Economics categories.
This book reviews, updates and enhances the basic concepts surrounding the academic theory and practice of Integrated Marketing Communication (IMC). Since the introduction of IMC in the late 1980s, the concept has spread around the world. In that expansion, many authors have written about IMC; practitioners have adopted and adapted the concept to fit their own market situations. Further, dramatic changes have occurred in the technologies used in marketing communications which consumers have accepted and employed in their consumption of marketers' messages and incentives. Thus, there have been dramatic changes in how IMC was initially envisioned and how it has developed over time. This book identifies and discusses these changes, how they have occurred and what they mean going forward for all types of marketers around the world. Thus, IMC, and indeed integration of communications at all organisational levels is an essential in the 21st century organisations. This book was published as a special issue of the Journal of Marketing Communications.
Ancient Astrology
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Author : Julius Firmicus Maternus
language : en
Publisher: Astrology Center of America
Release Date : 2005
Ancient Astrology written by Julius Firmicus Maternus and has been published by Astrology Center of America this book supported file pdf, txt, epub, kindle and other format this book has been release on 2005 with Body, Mind & Spirit categories.
Julius Firmicus Maternus, a native of Sicily, was a Roman lawyer of the senatorial class. He lived in the first half of the fourth century AD (c.280-c.360). He was also a student of Greek astrology, which forms the basis of this book. Of this book, James Herschel Holden writes, "The Mathesis is the lengthiest astrological treatise that has come down to us from the classical period. It consists of eight books, of which the first forms an introductory essay on astrology, and the rest set forth the fundamentals of Greek astrology. Several sections contain material that is found nowhere else...." (History of Horoscopic Astrology, pg. 66.) The translator writes, "Magic, philosophy, science and theology combine in strange ways in the thinking of the last centuries of the Roman empire..... Firmicus seemed worthy of note for many reasons. He is almost alone as author of works produced both before and after an apparent conversion to Christianity.... He left a lengthy handbook detailing the astrological practices of his day, the only work which has come down to us in its entirety [90% complete: Holden] out of numerous astrological treatises written in the Hellenistic and Roman periods..... This manual was important because it was the channel for astrological lore to the Middle Ages and Renaissance." (from the Preface) Jean Rhys Bram holds a degree in Latin from the University of Chicago, and a Ph.D. in Classics from New York University. She taught Latin, ancient Greek, and Mythology at Hunter College until her retirement. At 92, she continues to read widely and tutor students. She enjoys the company of twelve cats.
Advertising Imc
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Author : Sandra Ernst Moriarty
language : en
Publisher:
Release Date : 2014-04-03
Advertising Imc written by Sandra Ernst Moriarty and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014-04-03 with Advertising categories.
For introductory courses in advertising An accessible, well-written, and student-friendly approach to advertising. Advertising tracks the changes in today's dynamic world of media and marketing communication-as well as the implications of these changes to traditional practice-and presents them to students through an accessible, well-written approach. The Tenth edition highlights the increasing importance of consumers as the driving force in today's advertising strategies, social media, and the Internet evolution/revolution. It also includes an increased IMC and brand focus.
Advertising Theory
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Author : Shelly Rodgers
language : en
Publisher: Routledge
Release Date : 2019-04-15
Advertising Theory written by Shelly Rodgers and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019-04-15 with Business & Economics categories.
Advertising Theory provides detailed and current explorations of key theories in the advertising discipline. The volume gives a working knowledge of the primary theoretical approaches of advertising, offering a comprehensive synthesis of the vast literature in the area. Editors Shelly Rodgers and Esther Thorson have developed this volume as a forum in which to compare, contrast, and evaluate advertising theories in a comprehensive and structured presentation. With new chapters on forms of advertising, theories, and concepts, and an emphasis on the role of new technology, this new edition is uniquely positioned to provide detailed overviews of advertising theory. Utilizing McGuire’s persuasion matrix as the structural model for each chapter, the text offers a wider lens through which to view the phenomenon of advertising as it operates within various environments. Within each area of advertising theory—and across advertising contexts—both traditional and non-traditional approaches are addressed, including electronic word-of-mouth advertising, user-generated advertising, and social media advertising contexts. This new edition includes a balance of theory and practice that will help provide a working knowledge of the primary theoretical approaches and will help readers synthesize the vast literature on advertising with the in-depth understanding of practical case studies and examples within every chapter. It also looks at mobile advertising in a broader context beyond the classroom and explores new areas such as native advertising, political advertising, mobile advertising, and digital video gaming.
Promoting And Marketing Events
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Author : Nigel Jackson
language : en
Publisher: Routledge
Release Date : 2013-10-28
Promoting And Marketing Events written by Nigel Jackson and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-10-28 with Business & Economics categories.
This accessible book introduces students to the theories, concepts and skills required to promote an event successfully. To promote an event effectively it is essential to understand marketing, but it is also important to recognise that it is not just consumers who are the audience: other publics who may not necessarily attend can have a fundamental effect on the success of an event as well. Uniquely therefore, this book covers two related themes: marketing and public relations in an events context. This will offer events planners a comprehensive guide on how to promote events to a range of audiences, and on how to use this to manage an event’s long-term reputation. The book focuses on core marketing and PR current theory specifically relevant to the events industry and introduces topics such as marketing strategy, the consumer, marketing PR and how to use the internet to promote events. It integrates a range of international case studies from small-scale events to mega-events to help show how theory can be applied in practice. It further includes inserts of interviews with practitioners in the field, to offer insight into the realities of event communication and to show how to overcome potential pitfalls. Learning outcomes, discussion questions and further reading suggestions are included to aid navigation throughout the book, spur critical thinking and further students’ knowledge. The book is essential reading for all students studying Events Management, and provides valuable reading for students, academics and practitioners interested in marketing and public relations in general.