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Author : Robert Allen Sevier
Publisher :
ISBN 13 : 9780971059726
Total Pages : 239 pages
Book Rating : 4.0/5 (597 download)
Download or read book An Integrated Marketing Workbook for Colleges and Universities written by Robert Allen Sevier and published by . This book was released on 2003 with total page 239 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Robert A. Sevier
Publisher : Council for Advancement & Support of Education
ISBN 13 :
Total Pages : 240 pages
Book Rating : 4.X/5 (4 download)
Download or read book Integrated Marketing for Colleges, Universities, and Schools written by Robert A. Sevier and published by Council for Advancement & Support of Education. This book was released on 1998 with total page 240 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book offers a step-by-step approach to marketing for educational institutions, especially colleges and universities. The book is organized into three broad sections. Section 1 makes the case for marketing in six chapters which address: (1) challenges which are or will affect colleges and universities; (2) the role of institutional mission, vision, and leadership in the marketing planning process; (3) the definition of marketing and the four Ps of marketing: product, price, place, and promotion; (4) principles of qualitative and quantitative institutional research; (5) the importance of institutional image; and (6) development of a segmenting strategy. Section 2 is on the planning process itself; its three chapters cover empowering the marketing process and building the team; the seven steps of writing a marketing plan; and evaluation of the overall process. Section 3 offers guidelines to help troubleshoot and improve the effectiveness of the marketing plan and process. Five appendices list sources of secondary research, organizations and associations, and valuable Web sites; plus a primer for working with teams and a sample faculty survey form. (Contains approximately 270 references). (DB)
Author : Lawrence Ang
Publisher : Cambridge University Press
ISBN 13 : 1108571514
Total Pages : 529 pages
Book Rating : 4.1/5 (85 download)
Download or read book Principles of Integrated Marketing Communications written by Lawrence Ang and published by Cambridge University Press. This book was released on 2021-02-23 with total page 529 pages. Available in PDF, EPUB and Kindle. Book excerpt: Marketing in the digital age poses major challenges for traditional and established practices of communication. To help readers meet these challenges Principles of Integrated Marketing Communications: An Evidence-based Approach provides a comprehensive foundation to the principles and practices of integrated marketing communications (IMC). It examines a variety of traditional and digital channels used by professionals to create wide-reaching and effective campaigns that are adapted for the aims of their organisations. This edition has been thoroughly revised and each chapter includes: case studies of significant and award-winning campaigns from both Australian and international brands that illustrate the application of explored concepts; discussion and case study questions that enable readers to critically evaluate concepts and campaigns; a managerial application section that illustrates how concepts can be applied effectively in a real situation; a 'further thinking' section that expands knowledge of advanced concepts and challenges readers to think more broadly about IMC.
Author : Teresa Flannery
Publisher : Johns Hopkins University Press
ISBN 13 : 1421440342
Total Pages : 257 pages
Book Rating : 4.4/5 (214 download)
Download or read book How to Market a University written by Teresa Flannery and published by Johns Hopkins University Press. This book was released on 2021-01-12 with total page 257 pages. Available in PDF, EPUB and Kindle. Book excerpt: How to Market a University offers leaders and their CMOs the language, examples, and even questions they should discuss and answer in order to build or refine their marketing strategy.
Author : Teresa Flannery
Publisher : JHU Press
ISBN 13 : 1421440350
Total Pages : 257 pages
Book Rating : 4.4/5 (214 download)
Download or read book How to Market a University written by Teresa Flannery and published by JHU Press. This book was released on 2021-01-12 with total page 257 pages. Available in PDF, EPUB and Kindle. Book excerpt: How can universities implement strategic integrated marketing to effectively build and communicate their value? At a time of declining public support, a shrinking pipeline of traditional college-bound students, and a steady rise in tuition and discount rates, higher education leaders have never been under more pressure. How can they ensure steady or growing enrollments while cultivating greater philanthropic support, increasing research funding, and diversifying revenue streams? In How to Market a University, Teresa M. Flannery argues that institutions can meet all of these goals by implementing strategic integrated marketing in ways that are consistent with academic culture and university values. Flannery provides a road map for college leaders who want to learn how to build value—both in terms of revenue and reputation—by differentiating from competitors and developing personalized, supportive, and long-lasting relationships with stakeholders. Defining marketing while identifying its purposes in the context of higher education, Flannery draws on nonprofit marketing scholarship, the expertise of leading higher education marketing practitioners and administrators, and her own experiences over two decades at two different institutions. She teaches readers how to • set up their marketing leadership for success • find or build the necessary organizational capacity • set a firm foundation through market research • establish a differentiated value proposition and strong brand strategy • encourage enterprise-wide integration of marketing and communications • consider technical and resource requirements to succeed in digital marketing • develop appropriate and rigorous measurement • plan for appropriate investment • anticipate and prepare for future trends This practical guide reveals how to cultivate student, alumni, donor, and partner loyalty through strategic marketing. How to Market a University offers leaders and their CMOs the language, examples, and even questions they should discuss and answer in order to build or refine their marketing strategy.
Author : Jerome M. Juska
Publisher : Routledge
ISBN 13 : 1000485684
Total Pages : 289 pages
Book Rating : 4.0/5 (4 download)
Download or read book Integrated Marketing Communication written by Jerome M. Juska and published by Routledge. This book was released on 2021-11-29 with total page 289 pages. Available in PDF, EPUB and Kindle. Book excerpt: Now in its second edition, this textbook explores the continuing transformation of advertising, sales promotion, and public relations functions within the marketing discipline. The content focuses on emerging new technologies, as well as established digital and legacy media, as the reader is guided through the process of developing and implementing a comprehensive Integrated Marketing Communication plan for companies, organizations, and brands. Clear, concise, and practical, the book takes the reader through consumer, market, and competitive research; creative conceptualization; market segmentation, identification of a target audience, and brand positioning; as well as strategic decisions involving the timing, placement, and intensity of advertising, sales promotion, public relations, and brand visibility. The new edition emphasizes the importance of social media, website development, search engine optimization, mobile marketing, brand promotion events, and retail store connectivity. Updated to include more digital content with detailed international examples, this new edition adds four new chapters including Integrated Marketing Communication objectives, budgets, and metrics, legacy media planning, business-to-business marketing strategies, and innovative technologies with topics such as artificial intelligence, predictive analytics, synthetic media, virtual reality, and voice marketing. Upper-level undergraduate and postgraduate students will appreciate this lucid, up-to-date text, as will business professionals in executive education and certificate programs. Experiential learning is provided with chapter assignments and a continuity case study woven into the textbook. The second edition is also accompanied by robust online resources, including PowerPoint slides, chapter videos, lecture notes, classroom exercises, digital flash cards, test banks, an instructor resource book, and interactive templates for preparing an Integrated Marketing Communication Plan.
Author : Eric Stewart Harvey
Publisher :
ISBN 13 : 9781516520916
Total Pages : 146 pages
Book Rating : 4.5/5 (29 download)
Download or read book Developing an Integrated Marketing Plan written by Eric Stewart Harvey and published by . This book was released on 2019-04-22 with total page 146 pages. Available in PDF, EPUB and Kindle. Book excerpt: Developing an Integrated Marketing Plan introduces students to the fundamentals of integrated marketing communications. It shows readers how to create an effective integrated marketing communications plan that can be used by both marketers and their clients. Students learn how an integrated marketing plan functions in the overall marketing communication environment. The book discusses the role of the target market profile and how to define objectives and develop strategies. Other topics include establishing a budget and dealing with media objectives, strategy, and tactics. The final chapters cover evaluations of the plan and the importance of creating an integrated marketing communications campaign plan book. The second edition features new and expanded coverage throughout, as well as a new Chapter 2. This rewritten chapter prepares students to complete a hands-on activity as they read the book: the development of their own comprehensive integrated marketing plan, beginning with situation analysis and primary research, progressing through the development of marketing objectives, creative strategy, budget, and a media plan, and concluding with creative execution of the full plan. Based on the author's extensive experience as a professional marketer, Developing an Integrated Marketing Plan is well-suited to courses in marketing and advertising communication. Eric Stewart Harvey holds an M.B.A. in business administration and economics from Kennesaw State University. Eric is a faculty member in the Miller College of Business at Ball State University, where he teaches courses on the principles of marketing and integrated marketing communication. Prior to teaching, he spent more than fifteen years as a marketing professional in the telecommunications industry, holding positions with GTE and Verizon. During his time with Verizon, Eric developed, marketed, and delivered the JetConnect product for Verizon Airfone, which pioneered the use of email and instant messaging on airplanes.
Author : Iacobucci
Publisher : John Wiley & Sons
ISBN 13 : 9788126511242
Total Pages : 344 pages
Book Rating : 4.5/5 (112 download)
Download or read book KELLOGG ON INTEGRATED MARKETING written by Iacobucci and published by John Wiley & Sons. This book was released on 2007-02 with total page 344 pages. Available in PDF, EPUB and Kindle. Book excerpt: Market_Desc: · Practicing Marketing Managers· Academics· Students Special Features: · Top-notch marketing advice from the renowned Kellogg Graduate School of Management· Contributors in this volume are extremely knowledgeable and well-regarded About The Book: This book takes the usual quantitative database concepts and integrates them with qualitative special-relationship marketing concepts, thus broadening the book's appeal and giving managers information they can really use to strengthen customer relationships and increase sales. The book merges the two streams in current marketing practice - mass branding and one-to-one relationship marketing - into a single integrated concept. The book opens with an overview of each approach and a vision of how to combine them into a more powerful, integrated approach. The second part of the book recommends ways that managers should respond to specific marketing challenges. Part 3 takes a look at Multiplex Marketing, the future of database marketing.
Author : Jeanne M. Persuit
Publisher : Lexington Books
ISBN 13 : 1498540031
Total Pages : 199 pages
Book Rating : 4.4/5 (985 download)
Download or read book Integrated Marketing Communication written by Jeanne M. Persuit and published by Lexington Books. This book was released on 2016-09-22 with total page 199 pages. Available in PDF, EPUB and Kindle. Book excerpt: Integrated Marketing Communication (IMC) is a holistic approach to the areas of advertising, public relations, branding, promotions, event and experiential marketing, and related fields of strategic communication. Integrated Marketing Communication: Creating Spaces for Engagement explores how IMC can open up spaces for engagement in our classrooms and our communities. The breadth of the contributors is in the spirit of IMC, examining public and private sector organizations that offer products and services while relying on various methodologies and theoretical approaches, with particular emphasis on rhetoric, philosophy of communication, qualitative research, and historical perspectives in IMC. Moreover, each chapter considers IMC from a different communicative perspective, including strategic communication, philosophy of communication, rhetorical theory, health communication, crisis and risk communication, communication theory, and mass communication.
Author : Clarke Caywood
Publisher : McGraw Hill Professional
ISBN 13 : 9780786311316
Total Pages : 612 pages
Book Rating : 4.3/5 (113 download)
Download or read book The Handbook of Strategic Public Relations and Integrated Communications written by Clarke Caywood and published by McGraw Hill Professional. This book was released on 1997-05 with total page 612 pages. Available in PDF, EPUB and Kindle. Book excerpt: As the media grows more ruthless, the role of public relations has become increasingly complex and critical. Savvy businesspeople know that how a company conveys and maintains its image has never been more importantor more challenging. The Handbook of Strategic Public Relations & Integrated Communications is the definitive guide for communications professionals. Featuring the expertise of the world's foremost public relations and marketing authorities, it is the first book of its kind to combine the art and science of marketing, public relations and communications in one single resource. An indispensable reference guide to the best practices in every industry, this handbook features more than 40 information-packed chapters authored by the best minds in the business and covers cutting-edge tips, topics and techniques such as: Crisis management Marketing public relations Client-agency relationships Environmental public relations High-tech PR And more!
Author : George E. Belch
Publisher : McGraw-Hill Education
ISBN 13 : 9781264075065
Total Pages : 848 pages
Book Rating : 4.0/5 (75 download)
Download or read book Loose Leaf for Advertising and Promotion written by George E. Belch and published by McGraw-Hill Education. This book was released on 2020-02-04 with total page 848 pages. Available in PDF, EPUB and Kindle. Book excerpt: Today, we are experiencing the most dynamic and revolutionary changes of any era in the history of marketing communications! As such, this comprehensive, latest edition reflects these changes and their implications for the marketer. Because the digital evolution and revolution also applies to how students learn, our digital support package including Connect and SmartBook 2.0 have also received extensive innovative updates!-Demonstrates the applicability of the content to the real world of marketing communications via real-life examples -Contains Ethical Perspectives as well as Digital/Social Media Perspectives throughout -Emphasizes on the integration of advertising with other promotional-mix elements and the need to understand their role and overall contribution. -New in Connect! Advertising Mini Sims, New Case Analysis and Live Action Videos, and the New Advertising Video Library
Author : Eric Stewart Harvey
Publisher : Cognella Academic Publishing
ISBN 13 : 9781634879255
Total Pages : 112 pages
Book Rating : 4.8/5 (792 download)
Download or read book Integrated Marketing Communications written by Eric Stewart Harvey and published by Cognella Academic Publishing. This book was released on 2015-12-31 with total page 112 pages. Available in PDF, EPUB and Kindle. Book excerpt: A guidebook to the entire process from beginning to end, Developing an Integrated Marketing Plan introduces the fundamentals of integrated marketing communications. It shows students how to put together a creative and effective integrated marketing communications plan that can be used by both marketers and their clients. Students learn how an integrated marketing plan functions in the overall marketing communication environment. They learn how to conduct primary and secondary research and conduct a SWOT analysis. The book also discusses the role of the target market profile and how to define objectives and develop strategies. Other topics include establishing a budget and dealing with media objectives, strategy, and tactics. The final chapters of the text cover evaluations of the plan and the importance of creating an integrated marketing communications campaign plan book. Based on the author's extensive experience as a professional marketer, Developing an Integrated Marketing Plan is well-suited to courses in marketing and advertising communication. Eric Stewart Harvey holds an M.B.A. in business administration and economics from Kennesaw State University. Eric is a faculty member in the Miller College of Business at Ball State University, where he teaches courses on the principles of marketing and integrated marketing communication. Prior to teaching, he spent more than fifteen years as a marketing professional in the telecommunications industry, holding positions with GTE and Verizon. During his time with Verizon, Eric developed, marketed, and delivered the JetConnect product for Verizon Airfone, which pioneered the use of e-mail and instant messaging on airplanes.
Author : Sandra Moriarty
Publisher : Pearson Higher Ed
ISBN 13 : 1292019956
Total Pages : 674 pages
Book Rating : 4.2/5 (92 download)
Download or read book eBook Instant Access – for Advertising & IMC: Principles and Practice, Global Edition written by Sandra Moriarty and published by Pearson Higher Ed. This book was released on 2015-04-17 with total page 674 pages. Available in PDF, EPUB and Kindle. Book excerpt: For introductory courses in advertising Advertising tracks the changes in today’s dynamic world of media and marketing communication–as well as the implications of these changes to traditional practice–and presents them to students through an accessible, well-written approach. The Tenth edition highlights the increasing importance of consumers as the driving force in today’s advertising strategies, social media, and the Internet evolution/revolution. It also includes an increased IMC and brand focus. The full text downloaded to your computer With eBooks you can: search for key concepts, words and phrases make highlights and notes as you study share your notes with friends eBooks are downloaded to your computer and accessible either offline through the Bookshelf (available as a free download), available online and also via the iPad and Android apps. Upon purchase, you'll gain instant access to this eBook. Time limit The eBooks products do not have an expiry date. You will continue to access your digital ebook products whilst you have your Bookshelf installed.
Author : Gini Dietrich
Publisher : Que Publishing
ISBN 13 : 0132939541
Total Pages : 265 pages
Book Rating : 4.1/5 (329 download)
Download or read book Marketing in the Round written by Gini Dietrich and published by Que Publishing. This book was released on 2012-04-24 with total page 265 pages. Available in PDF, EPUB and Kindle. Book excerpt: Drive more value from all your marketing and communications channels--together! Demolish your silos and sync all your messaging, strategies, and tactics (really!). Optimize every medium and platform, from iPad and Facebook to TV and direct. This book is a must-read for every senior marketing, communications, and PR decision-maker. It’s not about social media. Or new (or old) media. It’s about results—and there’s only one way to get results. You must finally bite the bullet, tear down your silos, and integrate all your marketing and communications. That’s how you choose the best platforms and messages for each customer. That’s how you make research and metrics work. That’s how you overcome today’s insane levels of complexity and clutter. You’re thinking: Oh, that’s all I need to do? “Just” integrate my whole organization? Are you nuts? No. We’re not. It can be done. This book’s authors have done it. They’ve shown others how to do it. And now they’re going to show you. Step by step. Strategy. Tactics. Research. Metrics. Culture. Social. Mobile. Direct. Broadcast. Print. All of it. With you, the marketing/communications decision-maker, right at the center...right where you belong! Even now, organizational silos prevent most companies from conversing coherently with customers, delivering the right targeted messages, and building real synergies across all their marketing and communications programs. Now, Gini Dietrich and Geoff Livingston show how to finally break down those silos, bridging traditional and newer disciplines to drive more value from all of them. You’ll learn how to create a flexible marketing hub with integrated spokes including sales, PR, advertising, customer service, HR, social media, and the executive team. Then, you’ll learn how to use your hub to speak cohesively with each customer through the tools and platforms that deliver the best results at the lowest cost. Dietrich and Livingston guide you through hands-on strategic planning, illustrating key points with real case studies and offering practical exercises for applying their principles. You’ll learn how to perform baseline analyses of media from iPad apps to radio, optimize resource allocation, change culture to overcome siloed behavior, use measurement to clear away obstacles, and gain more value from every marketing investment you make. Pull it all together--finally! How to successfully integrate your tactics, tools, messages, and teams Better goals, better results: beyond “SMART” to “SMARTER” Specific, measurable, attainable, relevant, time-bound, evaluate, and reevaluate Better listening: stakeholders, customers, and research that works How to make sure you hear what really matters Four powerful ways to market in the round When to go direct, come from above, use the groundswell, or execute flanking maneuvers
Author : Michael Solomon
Publisher : Flat World Knowledge
ISBN 13 : 0982043023
Total Pages : 316 pages
Book Rating : 4.9/5 (82 download)
Download or read book Launch! Advertising and Promotion in Real Time written by Michael Solomon and published by Flat World Knowledge. This book was released on 2009 with total page 316 pages. Available in PDF, EPUB and Kindle. Book excerpt: Launch! Advertising and Promotion is written for advertising and promotion courses taught to students in the business school and journalism & mass communication students. This textbook is the first of its kind to teach advertising concepts by reverse engineering a real advertising campaign from beginning to end. In April 2007, SS+K, an innovative New York City communications agency, launched the first ever branding campaign for msnbc.com with the tag "A Fuller Spectrum of News." Launch! follows that campaign from initial agency pitch through roll-out of print and media assets to post-campaign analysis. Throughout, it exposes readers to the theory and concepts of advertising and promotion, and the personalities and decisions that drove this campaign. The book takes a rare look "behind the curtain" - even letting you see some of the paths not chosen by the agency and client. Students get a realistic sense of how theory plays out in practice, and get a flavor for the exciting field of advertising and promotion. And, they consistently learn the perspectives of both the advertising agency (where many journalism and communications students will work) and the client (where many marketing majors will work). This is a unique book, with a unique perspective, by a unique author team, and you won't find this kind of insight in any other text on the market. We think you're going to love it! This textbook has been used in classes at: Ball State University, Emerson College, Florida Institute of Technology, Grand Valley State University, Johnson County Community College, Manchester Business School, McLennan Community College, Michigan State University, North Hennepin Community College, Pierce College, Rochester Institute of Technology, Saint Louis University, Salem State College, South Dakota State University, Texas State University, Texas Tech University, University of New Hampshire, University of North Carolina, University of Notre Dame, University of South Florida, Virginia Tech, Western Kentucky University.
Author : Jeanne M. Persuit
Publisher : Lexington Books
ISBN 13 : 0739171143
Total Pages : 144 pages
Book Rating : 4.7/5 (391 download)
Download or read book Social Media and Integrated Marketing Communication written by Jeanne M. Persuit and published by Lexington Books. This book was released on 2013-07-18 with total page 144 pages. Available in PDF, EPUB and Kindle. Book excerpt: Social Media and Integrated Marketing Communication: A Rhetorical Approach explores social media in the areas of corporate identity, brand narratives, and crisis response from a rhetorical perspective. Key ideas in this text are social media as epideictic rhetoric—the rhetorical setting that deals with the present and matters of virtue and education—and how rhetorical decorum, a component of Cicero’s third Canon of Style, can guide organizations and their audiences toward more ethical and effective integrated marketing communication (IMC). This strategy emphasizes changing behavior, not just attitudes. Because social media leaves traces of communication that may be with us for the foreseeable future, Social Media and Integrated Marketing Communication frames the conversation about social media and IMC to move away from a risk/reward or a return on investment orientation and toward a focus on social media as communicative action that is attentive to this historical moment, to organizations and their audiences, and to communication ethics. Through this, Persuit asks how organizations can engage in decorum in their online IMC efforts while at the same time considering how their audiences can engage in decorum as well. Neither romanticizing nor demonizing the areas of social media and IMC, instead, this text offers a pragmatic understanding of these areas that finds a place in the theory of the communication discipline.
Author : Larry Percy
Publisher : Routledge
ISBN 13 : 0750679808
Total Pages : 324 pages
Book Rating : 4.7/5 (56 download)
Download or read book Strategic Integrated Marketing Communication written by Larry Percy and published by Routledge. This book was released on 2008 with total page 324 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
