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Download or read book Revisiting the Concept of Integrated Marketing Communications written by and published by . This book was released on 1998 with total page 64 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Don Schultz
Publisher : Routledge
ISBN 13 : 1317979613
Total Pages : 143 pages
Book Rating : 4.3/5 (179 download)
Download or read book The Evolution of Integrated Marketing Communications written by Don Schultz and published by Routledge. This book was released on 2013-12-16 with total page 143 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book reviews, updates and enhances the basic concepts surrounding the academic theory and practice of Integrated Marketing Communication (IMC). Since the introduction of IMC in the late 1980s, the concept has spread around the world. In that expansion, many authors have written about IMC; practitioners have adopted and adapted the concept to fit their own market situations. Further, dramatic changes have occurred in the technologies used in marketing communications which consumers have accepted and employed in their consumption of marketers' messages and incentives. Thus, there have been dramatic changes in how IMC was initially envisioned and how it has developed over time. This book identifies and discusses these changes, how they have occurred and what they mean going forward for all types of marketers around the world. Thus, IMC, and indeed integration of communications at all organisational levels is an essential in the 21st century organisations. This book was published as a special issue of the Journal of Marketing Communications.
Author : Philip J. Kitchen
Publisher : Psychology Press
ISBN 13 : 9780415314206
Total Pages : 216 pages
Book Rating : 4.3/5 (142 download)
Download or read book Integrated Marketing Communications written by Philip J. Kitchen and published by Psychology Press. This book was released on 2004 with total page 216 pages. Available in PDF, EPUB and Kindle. Book excerpt: This textbook is the first introductory primer on integrated marketing communications. It combines theory and practice to show students of marketing how different aspects of integrated marketing communications (IMC) work together. Setting the scene in which IMC has emerged, the authors explain each component of the promotional mix and go on to explain the process of functional integration. The text includes key case studies on companies, including Proctor and Gamble, NSPCC and Ardi, illustrating the practical side of IMC in addition to an introduction to the main theories at work. Including an additional Study Guide at the back, this book will be a valuable resource for students of marketing and marketing communications.
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.
Author : Bill Chitty
Publisher : Cengage AU
ISBN 13 : 0170386511
Total Pages : 558 pages
Book Rating : 4.1/5 (73 download)
Download or read book Integrated Marketing Communications with Online Study Tools 12 Months written by Bill Chitty and published by Cengage AU. This book was released on 2017-11-16 with total page 558 pages. Available in PDF, EPUB and Kindle. Book excerpt: Organisations continually use integrated marketing communications to achieve a competitive advantage and meet their marketing objectives. This 5th edition of Integrated Marketing Communications emphasises digital and interactive marketing, the most dynamic and crucial components to a successful IMC campaign today. Incorporating the most up-to-date theories and practice, this text clearly explains and demonstrates how to best select and co-ordinate all of a brand's marketing communications elements to effectively engage the target market. Chapters adopt an integrative approach to examine marketing communications from both a consumer's and marketer's perspective. With a new chapter on digital and social marketing addressing the development of interactive media in IMC and new IMC profiles featuring Australian marketer's, along with a wide range of local and global examples including: Spotify, Pandora, Snapchat, Palace Cinemas, Woolworths, KFC, Old Spice, Telstra, Colgate and QANTAS, this text has never been so relevant for students studying IMC today. Unique to the text, is a series of new student and instructor IMC videos showing students how key objectives in IMC theory are applied by real businesses.
Author : Jerry Kliatchko
Publisher : Cambridge Scholars Publishing
ISBN 13 : 1527542394
Total Pages : 135 pages
Book Rating : 4.5/5 (275 download)
Download or read book Integrated Marketing Communication written by Jerry Kliatchko and published by Cambridge Scholars Publishing. This book was released on 2019-10-29 with total page 135 pages. Available in PDF, EPUB and Kindle. Book excerpt: This volume represents a valuable resource for students, academics (teachers and researchers), and practitioners in the field of integrated marketing communication (IMC). It provides a foundation detailing the principles, tenets and practices of IMC, before presenting a step-by-step process of preparing and executing the process for any given brand.
Author : Lawrence Ang
Publisher : Cambridge University Press
ISBN 13 : 1108703119
Total Pages : 529 pages
Book Rating : 4.1/5 (87 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: Explains the principles and practice of implementing an effective marketing strategy using a variety of channels and techniques, such as brand equity, advertising and personal selling.
Author : Edwina Luck
Publisher : Cengage AU
ISBN 13 : 0170443000
Total Pages : 62 pages
Book Rating : 4.1/5 (74 download)
Download or read book Integrated Marketing Communications written by Edwina Luck and published by Cengage AU. This book was released on 2020-11-12 with total page 62 pages. Available in PDF, EPUB and Kindle. Book excerpt: Organisations use integrated marketing communications to help achieve a competitive advantage and meet their marketing objectives. This 6th edition of Integrated Marketing Communications emphasises digital and interactive marketing, the most dynamic and crucial components to a successful IMC campaign today. Incorporating the most up-to-date theories and practice, this text clearly explains and demonstrates how to best select and coordinate all of a brand’s marketing communications elements to effectively engage the target market. Conceptual framework models demonstrate the integration of theory and practice to help students to better understand the whole IMC process and concept connections. Chapters adopt an integrative approach to examine marketing communications from both a consumer’s and marketer’s perspective. Premium online teaching and learning tools are available on the MindTap platform. Learn more about the online tools cengage.com.au/mindtap
Author : Lynne Eagle
Publisher : Routledge
ISBN 13 : 1317697758
Total Pages : 445 pages
Book Rating : 4.3/5 (176 download)
Download or read book Marketing Communications written by Lynne Eagle and published by Routledge. This book was released on 2014-08-27 with total page 445 pages. Available in PDF, EPUB and Kindle. Book excerpt: With the proliferation of digital and social media, there has never been a more dynamic time to engage with marketing communications - and never has the integration of marketing communications (marcoms) principles into a strategic marketing plan been more challenging. Even the best product in the world won’t sell without the right reach to your potential customers and the right message to engage them. This textbook applies a uniquely practical approach to the topic so that, whilst a structured overview of planning, development, implementation and evaluation of marketing communications is in place, the detailed cases made available by the Institute for Practitioners in Advertising (IPA) show how actual challenges faced by professionals in the field were addressed. This book will help you to develop the skills you need to turn theory into the right integrated communication plan, in order to succeed in an increasingly competitive environment. Aided by a veritable wealth of pedagogical features, Marketing Communications will be essential reading for both students and professionals in marketing, communications and public relations. This textbook also benefits from a companion website which includes a comprehensive instructor’s guide with PowerPoint slides, testbank questions and answer checklists.
Author : Tony Yeshin
Publisher : Routledge
ISBN 13 : 0750619236
Total Pages : 372 pages
Book Rating : 4.7/5 (56 download)
Download or read book Integrated Marketing Communications written by Tony Yeshin and published by Routledge. This book was released on 1998 with total page 372 pages. Available in PDF, EPUB and Kindle. Book excerpt: Integrated Marketing Communications is a new interpretation of one of the most difficult areas in marketing. The author, using his extensive teaching experience, provides students with an invaluable understanding of marketing communications.
Author : George Christodoulides
Publisher : Springer
ISBN 13 : 3658152206
Total Pages : 315 pages
Book Rating : 4.6/5 (581 download)
Download or read book Advances in Advertising Research (Vol. VII) written by George Christodoulides and published by Springer. This book was released on 2016-08-24 with total page 315 pages. Available in PDF, EPUB and Kindle. Book excerpt: Focusing on a range of advertising formats, this book provides international state-of-the-art research inter alia on the fast evolving and increasingly complex advertising landscape that raises a number of challenges for advertisers. Further research is needed to guide choices regarding ad content and execution, media placement, social networks, and campaign effectiveness. Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a selective collection of research presented at the 14th International Conference in Advertising (ICORIA), which was held in London (UK) in July 2015. The conference gathered more than 150 participants from various countries from nearly all continents, including Europe, North and South America, Asia, and Australia.
Author : Kenneth E. Clow
Publisher :
ISBN 13 : 9780733992902
Total Pages : 0 pages
Book Rating : 4.9/5 (929 download)
Download or read book Integrated Marketing Communications written by Kenneth E. Clow and published by . This book was released on 2012 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Kwang-Yong Shin
Publisher : Springer Science & Business Media
ISBN 13 : 3642380913
Total Pages : 148 pages
Book Rating : 4.6/5 (423 download)
Download or read book The Executor of Integrated Marketing Communications Strategy: Marcom Manager’s Working Model written by Kwang-Yong Shin and published by Springer Science & Business Media. This book was released on 2013-06-04 with total page 148 pages. Available in PDF, EPUB and Kindle. Book excerpt: The book mainly addresses the following aspects: First, it systematically introduces the domestic and foreign research results, pointing out the key elements of the basic theory of IMC, according to a company’s present situation and the practice of IMC strategy. Second, according to the different characteristics of each organization, it provides various IMC organization structures, such as linear structure Model l, a virtual network and centralized type that focuses on individual interest, external types of the IMC organizational structures Model, etc., and suggestions for further study are also presented.
Author : Thomas Anning-Dorson
Publisher : Springer Nature
ISBN 13 : 3030813290
Total Pages : 318 pages
Book Rating : 4.0/5 (38 download)
Download or read book Marketing Communications in Emerging Economies, Volume I written by Thomas Anning-Dorson and published by Springer Nature. This book was released on 2021-10-28 with total page 318 pages. Available in PDF, EPUB and Kindle. Book excerpt: The first of this two-volume work brings to the fore marketing communication theories and concepts that are prominent in emerging economy contexts, and highlights the opportunities and challenges within these markets. Offering a distinctive meaning and importance to both the practice and the theory of marketing communications in emerging economies, this collection introduces the foundational issues of marketing communications as well as the broader marketing communication environment and how they impact on communication strategy development and implementation. With contributors from diverse disciplines, the book establishes the importance of linking customer value creation, national culture and the management process with the marketing communications strategy. It highlights the critical role of research, the changing trends in marketing communication in the digital age and the communication opportunities for small and large brands. This book is a useful tool for orporate executives, educators, students, policymakers and businesses on marketing communication in emerging markets.
Author : Esther Thorson
Publisher : Psychology Press
ISBN 13 : 1134780222
Total Pages : 397 pages
Book Rating : 4.1/5 (347 download)
Download or read book Integrated Communication written by Esther Thorson and published by Psychology Press. This book was released on 2013-06-17 with total page 397 pages. Available in PDF, EPUB and Kindle. Book excerpt: Building brands through integrated marketing is an approach being used by all top-level marketing strategists. The result of a series of papers presented at the eleventh annual Advertising and Consumer Psychology Conference held in Chicago, this volume brings together researchers and professionals whose efforts focus on integrating the various persuasive tools of marketing. It goes beyond case studies of the use of integrated marketing to look at how integrated communication actually works on achieving optimal effects on the various audiences for products.
Author : Philip J. Kitchen
Publisher : Springer Nature
ISBN 13 : 3030764168
Total Pages : 379 pages
Book Rating : 4.0/5 (37 download)
Download or read book Integrated Marketing Communications written by Philip J. Kitchen and published by Springer Nature. This book was released on 2022-01-03 with total page 379 pages. Available in PDF, EPUB and Kindle. Book excerpt: Integrated Marketing Communications: A Global Brand-Driven Approach, 2nd edition presents an integrated and global framework to marketing communications, delivered in a highly readable, cohesive and succinct manner. Co-written by the internationally acclaimed leading experts in the field, Philip Kitchen & Marwa Tourky, this core text explores the best ways to communicate effectively both in the present and in the future. Taking a rigorous approach, the textbook provides a critical overview to the modern communications issues found in industry and society today. It offers a concise, stimulating approach in its coverage of IMC and combines insightful knowledge of trends in the global marketplace, consumer and stakeholder issues with wider adoption of a consumer-driven perspective, as well as a roadmap through the bewildering maze of marketing communications. Comprehensively updated and revised throughout to take into account recent industry developments, this new edition also offers a plan for brand building post-pandemic. This textbook is ideal for upper-level undergraduates and post-graduate students who would benefit from insightful knowledge of key trends and sharp insights into the important theories and considerations around marketing communications and IMC.
Author : Larry Percy
Publisher : Routledge
ISBN 13 : 1136776273
Total Pages : 403 pages
Book Rating : 4.1/5 (367 download)
Download or read book Strategic Integrated Marketing Communications written by Larry Percy and published by Routledge. This book was released on 2014-06-27 with total page 403 pages. Available in PDF, EPUB and Kindle. Book excerpt: An essential book for today's marketer now that integrated marketing communications form a critical success factor in building strong brands and strong companies This new edition is still the only textbook on the market to deal with all aspects of IMC from a strategic perspective Corporate image, identity and reputation have never been more important and this book unlocks the key factors in achieving and enhancing this Integrated Marketing Communications is not just about utilizing different communication options in your marketing campaign; it is about planning in a systematic way to determine the most effective and consistent message for your target audience. As such, it depends upon identifying the best positioning, generating positive brand attitude, a consistent reinforcement of the brand's message through IMC channels, and ensuring that all marketing communication supports the company's overall identity, image, and reputation. This textbook is a roadmap to achieving this, thoroughly updated to reflect the dynamic changes in the area since the first edition was published. New to this edition: New sections on social media and now to integrate them into your marketing function New chapter on message development and an enhanced chapter on the IMC plan Robust pedagogy to help reinforce learning and memory Enhanced teaching materials online to help lecturers prepare their courses Brand new real-life case study vignettes
