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eBook
Disponibilidad: En existencia
ISBN: 9781292222752
*Precio sin IVA: $ 120.000,00
Edición: 8
Copyright: 2018
Páginas: 512


Integrated Advertising Promo & Mkting Cmmtns Gep8 (eBook)


By Clow & Baack

Descripción: Advertising, promotions, and communications remain integral components of marketing. For marketing majors, understanding how companies effectively communicate and interact with customers and potential customers creates the foundation they need to develop effective marketing skills. This will help our readers succeed in their marketing careers. If your students are not marketing majors, consider all of the marketing communications around them. Any company or organization they work for will be involved in marketing its products or services. Knowing how marketing communications are developed constitutes valuable knowledge. It helps them recognize the methods used by the people in the marketing departments where they will work and provides them with better information to function as consumers. We continue to refine Integrated Advertising, Promotion, and Marketing Communications, in part, to help students understand the importance of integrating all marketing communications (IMC) and how they are produced and transmitted. When the first edition was written, most marketing communication textbooks focused primarily on advertising. As your students know from their everyday experiences and the courses they have taken in college, marketing communications incorporates much more. It includes promotions, such as coupons, price discounts, and contests. Marketing has expanded to extensive use of social media, internet blogs, customer product reviews, messages delivered to mobile phones, and other programs, such as buzz marketing and stealth marketing. These venues create vital links to effectively reach consumers. These should be carefully integrated into one clear message and voice for customers to hear and see.


Contenido:
Part One THE IMC FOUNDATION
1 Integrated Marketing Communications 
2 Brand Management 
3 Buyer Behaviors 
4 The IMC Planning Process 
Part Two IMC ADVERTISING TOOLS 
5 Advertising Campaign Management 
6 Advertising Design 
7 Traditional Media Channels 
Part Three DIGITAL AND ALTERNATIVE
MARKETING 
8 Digital Marketing 
9 Social Media 
10 Alternative Marketing 
Part Four IMC PROMOTIONAL TOOLS 
11 Database and Direct Response Marketing
and Personal Selling 
12 Sales Promotions 
13 Public Relations and Sponsorship Programs 
Part Five IMC ETHICS, REGULATION,
AND EVALUATION 
14 Regulations and Ethical Concerns 
15 Evaluating an Integrated Marketing Program