Integrated marketing communications David Pickton; Amanda Broderick
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TextPublication details: Harlow, England ; New York : Prentice Hall/Financial Times, 2005.Edition: 2nd edDescription: xxii, 761 p. [16] p. of plates : illus. (some color) ; 25 cmISBN: - 9780273676454
- HF5415.123 .P53
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| HF5415 .P 93 Principles of marketing / | HF5415 .S745 Marketing | HF5415 .S745 Marketing | HF5415.123 .P53 Integrated marketing communications | HF5415.13 .K64 Marketing management | HF5415.13 .M369 Basic marketing : | HF5415.13 .M369 Basic marketing : |
Includes bibliographical references and index
Part 1: Introduction to Integrated Marketing Communications
Chapter 1: What is Marketing Communications?
Chapter 2: What is Integrated Marketing Communications?
Chapter 3: Creating Shared Meaning in Marketing Communications - from Sender to Receiver
Chapter 4: Marketing Communications Psychology
Chapter 5: Media - the Carriers of the Message
Chapter 6: E-Media
Chapter 7: The Changing Marketing Communications Environment
Chapter 8: The International Context of Marketing Communications
Chapter 9: Regulation and legal controls
Chapter 10: Marketing Communications Ethics
Chapter 11: Image and Brand Management
Chapter 12: Customer/audience Relationship Management
Chapter 13: Marketing Communications Planning and Plans
Chapter 14: Organisational Implications of Integrated Marketing Communications
Chapter 15: Agency Operations
Chapter 16: Research and Analysis for Integrated Marketing Communications Decision-Making
Chapter 17: Identifying Target Audiences and Profiling Target Markets
Chapter 18: Setting Budgets and Allocating Resources
Chapter 19: Setting Objectives, Determining Strategy and Tactics.
Chapter 20: Creative Implementation
Chapter 21: Media Implementation
Chapter 22; Production Implementation
Chapter 23; Evaluation and Control of Integrated Marketing Communication
Part 3: The Integrated Marketing Communications Mix
Case Study 3: Pampers
Chapter 24: Public Relations
Chapter 25: Sponsoring
Chapter 26: Advertising
Chapter 27: Direct Marketing Communications
Chapter 28: Sales Promotion, Merchandising and Point of Sale
Chapter 29: Packaging
Chapter 30: Exhibitions and Trade Shows
Chapter 31: Personal Selling and Sales Management
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