Strategic Integrated Marketing Communications
-
- Hardcover
- Taschenbuch ausgewählt
- eBook
-
Sprache:Englisch
64,99 €
inkl. gesetzl. MwSt.,
Beschreibung
Produktdetails
Einband
Taschenbuch
Erscheinungsdatum
03.03.2023
Abbildungen
schwarz-weiss Illustrationen, Raster, schwarz-weiss, Zeichnungen, schwarz-weiss, Tabellen, schwarz-weiss
Verlag
Taylor & FrancisSeitenzahl
318
Maße (L/B/H)
24,6/17,4/1,7 cm
Gewicht
580 g
Auflage
4. Auflage
Sprache
Englisch
ISBN
978-0-367-77062-4
This book provides a disciplined, systematic look at what is necessary to the planning and implementation of an effective Integrated Marketing Communications (IMC) programme.
Throughout, attention is paid to balancing theory with practical application, how to successfully implement theory for effective communication. Step-by-step, knowledge and understanding builds through the book, starting by laying a foundation to provide context, looking at the role of IMC in building brands and strengthening companies. The book then considers what goes into developing and executing effective messages, and how to ensure that they are consistent and consistently delivered, regardless of media. A detailed, practical overview of the strategic planning process is provided, illustrated by numerous examples and cases, along with 'desktop' tools and worksheets for developing and implementing an IMC plan.
The 4th edition of this classic textbook has been fully updated throughout, and includes:
- Updated and expanded coverage of digital media, including issues relating to privacy and media strategy
- New sections on setting campaign budgets, brand architecture, target audience action objectives, social marketing communication, and such practices as gamification and experiential marketing
- Extended content on international advertising and shared cultural values
- The introduction of a channels-based typology of marketing communication
- Updated international examples and case studies throughout.
A comprehensive and accessible guide to the steps of planning and developing an effective IMC campaign, this book should be core reading for students studying Integrated Marketing Communications, Strategic Communications, Principles of Advertising, Media Planning and Brand Management.
Noch keine Bewertungen vorhanden
Verfassen Sie die erste Bewertung zu diesem Artikel
Helfen Sie anderen Kundinnen und Kunden durch Ihre Meinung.
Kurze Frage zu unserer Seite
Vielen Dank für Ihr Feedback
Wir nutzen Ihr Feedback, um unsere Produktseiten zu verbessern. Bitte haben Sie Verständnis, dass wir Ihnen keine Rückmeldung geben können. Falls Sie Kontakt mit uns aufnehmen möchten, können Sie sich aber gerne an unseren Kund*innenservice wenden.
zum Kundenservice