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The Executor Of Integrated Marketing Communications Strategy Marcom Managers Working Model
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Book Synopsis The Executor of Integrated Marketing Communications Strategy: Marcom Manager’s Working Model by : Kwang-Yong Shin
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.
Book Synopsis Measuring Marketing and Brand Communications Performance by : Elenica Pjero
Download or read book Measuring Marketing and Brand Communications Performance written by Elenica Pjero and published by Cambridge Scholars Publishing. This book was released on 2020-02-18 with total page 169 pages. Available in PDF, EPUB and Kindle. Book excerpt: Under the contemporary business conditions of hyper-competition, incessant change and pressure for growth and profitability, better management of marketing budgets has become an imperative for companies. In addition, properly monitoring and measuring marketing and brand communication strategies and tactics has become a critical factor for success across the geographic and typological organisational spectrum. This book explores how appropriately applied management initiatives on marketing and brand communications, through defined and measured consumer-centred processes, can be more successful and provide significant marketing return on investment (ROI). Moreover, the notions, methods and approaches described here ultimately constitute the tools of developing, measuring and improving strategy design and implementation. In addition, they are linked to a number of wider business goals, such as increased customer basis, stronger customer relationships, cost control, increased consumer loyalty, and brand building. In this vein, the book proposes various means of generating greater returns from marketing and brand investments, maximising both their efficiency and effectiveness. This, in turn, allows for greater financial resources to be reinvested towards consumer and employee satisfaction, strengthening the stability and viability of the company.
Book Synopsis Strategies for Implementing Integrated Marketing Communications by : Larry Percy
Download or read book Strategies for Implementing Integrated Marketing Communications written by Larry Percy and published by Contemporary Books. This book was released on 1997 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: Integrated Marketing Communications is one of the hottest ideas in marketing today - and for good reason. Marketers today no longer feel limited to traditional ways of doing things. More and more marketers, both large and small, are realizing there is a wide range of ways to reach potential customers. This means you can better target your marketing communications, leading to more successful marketing programs. If this is true - and it is - then why do we hear so much about IMC not working? The reason is simple. IMC is much more than simply discussing new ways of communicating or using traditional means in new ways. IMC is a way of planning overall marketing communications strategy by first looking to your customers and asking what is the best way of reaching them. That is why Strategies for Implementing Integrated Marketing Communications was written. In 10 comprehensive but concise and easy-to-read chapters the author outlines approaches for developing the most effective IMC strategies and then tailoring the tactics needed to implement them effectively. With 224 pages of easy-to-use, practical advice and common-sense models and forms for guidance, including detailed cases showing step-by-step how several leading marketers have used this forward-looking approach to develop their own successful programs, Strategies for Implementing Integrated Marketing Communications will be the most powerful tool in your marketing and communications arsenal.
Book Synopsis Strategic Integrated Marketing Communication by : Larry Percy
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.
Book Synopsis Marketing Communications Management by : Paul Copley
Download or read book Marketing Communications Management written by Paul Copley and published by Routledge. This book was released on 2007-03-30 with total page 447 pages. Available in PDF, EPUB and Kindle. Book excerpt: Marketing Communications Management: concepts and theories, cases and practice makes critical reflections on the prime issues in integrated marketing communications and is designed to encourage the reader to stop and think about key issues. The author takes a managerial approach to the subject and provides a set of frameworks that facilitate both learning and teaching. A wide range of pedagogical features is included such as sample exam questions, 'stop points', vignettes, and case studies, and a summary of key points concludes each chapter. Most organizations need some form of marketing or corporate communications and this text is designed to service both practitioners and students undertaking formal study. The author addresses strategic and critical issues that dovetail with the current interest in marketing communications as reflected in the media, with particular emphasis given to advertising and sponsorship.
Book Synopsis Developing a Creative and Innovative Integrated Marketing Communications Plan by : James R. Ogden
Download or read book Developing a Creative and Innovative Integrated Marketing Communications Plan written by James R. Ogden and published by Pearson. This book was released on 1998 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: Written from a managerial point of view, this book covers all major areas, and increases students' ability to learn the material through an in-depth 'flow chart' or 'how to' diagram.
Book Synopsis Marketing Communications in Emerging Economies, Volume I by : Thomas Anning-Dorson
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.
Book Synopsis Strategic Integrated Marketing Communications by : Larry Percy
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
Book Synopsis Marketing Campaign Development by : Mike Gospe
Download or read book Marketing Campaign Development written by Mike Gospe and published by Happy About. This book was released on 2008 with total page 177 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book is a practical, pragmatic "how to" book designed for hi-tech marketing operations, regional, and corporate marketing leaders at every level. This unique book takes you step-by-step through the disciplined, yet practical, process of architecting truly integrated marketing communications plans that work. In it, you fill find a prescription for building a successful, repeatable campaign development process, including the necessary templates and helpful, practical techniques. This book is your guide that will show you how you can optimize your marketing efforts and achieve an even greater return on your marketing investment. While many of us will recognize a good, well-thought-out marketing campaign when we see one, the single, basic truth about world-class marketing campaign development is that it is easy to say, but hard to do. It is hard to do because we all like to take short-cuts. I hear the lament all too often: "I'm over-worked don't have the time to think strategically" or "Planning is overrated. I just need to get these projects done." As a result, we take short-cuts like "ready, fire, aim." Lack of planning is the slippery slope that leads to wasteful marketing. Then one day we get the call from the corner office to come and explain why our marketing efforts did not produce the desired results. Luckily, architecting world-class campaigns is achievable for any marketing team. Successful marketing requires following a disciplined, systematic approach to working cross-functionally and cross-regionally in order to prioritize marketing objectives, design a customer-engaging go-to-market strategy, and execute the plan.
Book Synopsis Integrated Marketing Communications by : Philip J. Kitchen
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.
Book Synopsis Integrated Marketing Communications by : David Pickton
Download or read book Integrated Marketing Communications written by David Pickton and published by Financial Times/Prentice Hall. This book was released on 2005 with total page 761 pages. Available in PDF, EPUB and Kindle. Book excerpt: Net/pickton to find additional valuable teaching and learning materials. David Pickton is Head of the Marketing Department at Leicester Business School, De Montfort University. Amanda Broderick is Senior Lecturer in Marketing and Head of Research in the Marketing Group at Aston Business School.
Book Synopsis The Evolution of Integrated Marketing Communications by : Don Schultz
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 136 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.
Book Synopsis The New Marketing Paradigm by : Don E. Schultz
Download or read book The New Marketing Paradigm written by Don E. Schultz and published by McGraw Hill Professional. This book was released on 1994 with total page 244 pages. Available in PDF, EPUB and Kindle. Book excerpt: Tells why mass marketing no longer works--and shows how integrated communications programs can respond to each customer.
Book Synopsis Marketing Communication by : Richard J. Varey
Download or read book Marketing Communication written by Richard J. Varey and published by Psychology Press. This book was released on 2002 with total page 418 pages. Available in PDF, EPUB and Kindle. Book excerpt: Providing a fresh and innovative framework for the management of marketing communication processes, this textbook shifts the focus from message-making to relationship-building, focusing on a planned, integrated marketing communication programme.
Book Synopsis Principles of Integrated Marketing Communications by : Lawrence Ang
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.
Book Synopsis Marketing Communications by : Lynne Eagle
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.
Book Synopsis IMC, The Next Generation by : Don E. Schultz
Download or read book IMC, The Next Generation written by Don E. Schultz and published by McGraw Hill Professional. This book was released on 2003-08-22 with total page 320 pages. Available in PDF, EPUB and Kindle. Book excerpt: Strategies for binding customers to an organization--by determining the information they want and giving it to them In 1993, Don Schultz showed marketers how to coordinate their organizations' entire communications programs with the seminalIntegrated Marketing Communications. InIMC--The Next Generation, Schultz offers a refined and updated approach to the IMC model, one that goes beyond the messages an organization chooses to send to encompass the information that the customer wishes to receive or have access to. IMC--The Next Generation shows marketers how to build sustainable competitive advantage and ROI by combining and coordinating all methods through which buyers and sellers come together. Numerous cases and real-world examples reveal how to use today’s IMC model to: Integrate internal and external communications programs Influence customers at every contact point Build long-term brand relationships
