Integrated Marketing Communication
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Integrated Marketing Communications
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Author : Philip J. Kitchen
language : en
Publisher: Springer Nature
Release Date : 2022-01-03
Integrated Marketing Communications written by Philip J. Kitchen and has been published by Springer Nature this book supported file pdf, txt, epub, kindle and other format this book has been release on 2022-01-03 with Business & Economics categories.
Integrated Marketing Communications: A Global Brand-Driven Approach, 2nd edition presents an integrated and global framework to marketing communications, delivered in a highly readable, cohesive and succinct manner. Co-written by the internationally acclaimed leading experts in the field, Philip Kitchen & Marwa Tourky, this core text explores the best ways to communicate effectively both in the present and in the future. Taking a rigorous approach, the textbook provides a critical overview to the modern communications issues found in industry and society today. It offers a concise, stimulating approach in its coverage of IMC and combines insightful knowledge of trends in the global marketplace, consumer and stakeholder issues with wider adoption of a consumer-driven perspective, as well as a roadmap through the bewildering maze of marketing communications. Comprehensively updated and revised throughout to take into account recent industry developments, this new edition also offers a plan for brand building post-pandemic. This textbook is ideal for upper-level undergraduates and post-graduate students who would benefit from insightful knowledge of key trends and sharp insights into the important theories and considerations around marketing communications and IMC.
Integrated Marketing Communication
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Author : THOMAS R.. SMITH FLYNN (JAMES R.. EARNHEARDT, ADAM C.)
language : en
Publisher:
Release Date : 2019-12-20
Integrated Marketing Communication written by THOMAS R.. SMITH FLYNN (JAMES R.. EARNHEARDT, ADAM C.) and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019-12-20 with categories.
Integrated Marketing Communication
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Author : Jerry Kliatchko
language : en
Publisher: Cambridge Scholars Publishing
Release Date : 2019-10-29
Integrated Marketing Communication written by Jerry Kliatchko and has been published by Cambridge Scholars Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019-10-29 with Social Science categories.
This volume represents a valuable resource for students, academics (teachers and researchers), and practitioners in the field of integrated marketing communication (IMC). It provides a foundation detailing the principles, tenets and practices of IMC, before presenting a step-by-step process of preparing and executing the process for any given brand.
Integrated Marketing Communications
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Author : Philip J. Kitchen
language : en
Publisher: Psychology Press
Release Date : 2004
Integrated Marketing Communications written by Philip J. Kitchen and has been published by Psychology Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2004 with Communication in marketing categories.
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.
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.
Integrated Marketing Communications
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Author : Tony Yeshin
language : en
Publisher: Routledge
Release Date : 2012-05-23
Integrated Marketing Communications written by Tony Yeshin and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012-05-23 with Business & Economics categories.
Integrated Marketing Communications is a new text which will answer the key questions of what marketing communications is, how it works and why it is such a vital contemporary marketing function. It is a comprehensive and authoritative overview of this complex and rapidly evolving area. The author's long experience in the industry, and as a senior academic, ensures that the book is able to show how the communications process really works and how it can best be managed in a strategically and tactically cost effective manner. Throughout the book the framework of analysis, planning, implementation and control is used to help the student organize their approach to the complex decision making in the present communications environment. This is both an essential text and an indispensible reference resource and has been rigorously developed for undergraduates and postgraduates in Marketing and Business, and for the new CIM Certificate and Diploma exams in Business Communication, Promotional Practice and Marketing Communications.
Integrated Marketing Communication
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Author : Jerome M. Juska
language : en
Publisher: Routledge
Release Date : 2017-10-02
Integrated Marketing Communication written by Jerome M. Juska and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-10-02 with Business & Economics categories.
This book is an up-to-date resource that shows students how to achieve their marketing objectives through a campaign that coordinates marketing, advertising, and promotion. It provides essential information about planning, implementing, and assessing a comprehensive marketing plan to help students appreciate integrated marketing communications as a business strategy. The author describes the processes and considerations needed to appeal to consumers, identifying how geographic segmentation, timing, competitive environments, and cost contribute to planning. He considers the integration of digital technology, such as social media platforms and mobile apps, and how these can be used for advertising, sales promotion, and public relations. The book’s concise, easy to read explanation of marketing components and their interconnected relationships is solidified by a series of visual summaries as well as examples and useful demonstrations. Students are given the opportunity to prepare their own integrated marketing communication plan based on consumer, product, and market research along with original creative materials and media spreadsheets. Students of marketing communication, advertising and promotion, and digital marketing will love this book’s abbreviated, but thorough format. An interactive companion website rounds out a stellar set of features that encourage quick understanding, participation, and utilization of IMC concepts.
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.
Introduction To Integrated Marketing Communications
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Author : Ludi Koekemoer
language : en
Publisher: Juta and Company Ltd
Release Date : 2010-10-30
Introduction To Integrated Marketing Communications written by Ludi Koekemoer and has been published by Juta and Company Ltd this book supported file pdf, txt, epub, kindle and other format this book has been release on 2010-10-30 with Advertising categories.
Introduction to Marketing Communications looks at the variety of marketing communication tools used by advertising agencies today in pursuing brand success. In the current economic crisis and with rapidly advancing, ever-changing technological communication channels available, traditional above-the line advertising alone will not provide and improve results. Therefore, this introduction to IMC also considers and discusses New Technologies and opportunities provided by the World Wide Web, mobile media and social networking. With comprehensive Learning Outcomes, Key Learning Points and Self Assessment features for each chapter Introduction to Integrated Marketing Communications is an indispensable resource for marketing students and practitioners.
Integrated Marketing Communication
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Author : Robyn Blakeman
language : en
Publisher: Rowman & Littlefield
Release Date : 2014-07-10
Integrated Marketing Communication written by Robyn Blakeman and has been published by Rowman & Littlefield this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014-07-10 with Business & Economics categories.
Now in its second edition, this comprehensive text offers a classroom-tested, step-by-step approach to the creative processes and strategies for effective IMC. It also details changes in traditional advertising and marketing principles. Blakeman covers key areas, from marketing plans, branding/positioning, and creative briefs to copywriting, design, and considerations for each major media format. Throughout, she explores visual and verbal tactics, along with the use of business theory and practices, and how these affect the development of the creative message. This user-friendly introduction walks students through the varied strands of IMC, including advertising, PR, direct marketing, and sales promotion, in a concise and logical fashion. Several new chapters address the latest additions to the mix: Internet, social, mobile, and alternative media, plus guerrilla marketing. The text builds students’ skills in developing a creative idea, employing the correct message, and placing it appropriately—and will continue to serve as a handy reference to using the most effective communications approaches throughout their careers.