Integrated Marketing Communications: Adverstising, Public Relations, and More
Edition: 1
Copyright: 2023
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INTEGRATED MARKETING COMMUNICATIONS: ADVERTISING, PUBLIC RELATIONS, AND MORE seeks to broaden the conceptual understanding of integrated marketing communications.
The text provides a framework for the development of an integrated marketing communication plan that can be managed utilizing a marketing managerial approach.
This framework is carried and expanded upon throughout the text with the inclusion of new, cutting edge theories and practices.
Chapter 1 An Introduction to Integrated Marketing Communication
Chapter 2 IMC’s Role in the Marketing Plan
Chapter 3 Planning for Integrated Marketing Communications
Chapter 4 Advertising
Chapter 5 Personal Selling
Chapter 6 Sales Promotion
Chapter 7 Public Relations and Publicity
Chapter 8 Direct Marketing
Chapter 9 Electronic and Internet Marketing
Chapter 10 Branding
Chapter 11 Evaluation, Control, Laws, and Ethics
Chapter 12 Trends in IMC
Glossary
References