| Description |
xxxix, 582 pages : illustrations (some color) ; 29 cm |
| Contents |
Pt. 1. Planning the Promotional Process and Integrated Marketing Communications. 1. Introduction to Promotion and Integrated Marketing Communications. 2. The Promotion Industry: Marketers, Agencies, and Media Organizations. 3. Promotion and IMC Planning and Strategy. App. A. The Launch of Cincinnati Bell Wireless: An Integrated Marketing Communications Success Story -- Pt. 2. Understanding the Market and Environment for Promotion and IMC. 4. Understanding the Marketing Environment: Segmenting, Targeting, and Positioning. 5. Understanding Buyer Behavior and Communication Processes. 6. The Regulatory Environment for Promotion and Ethical Issues. 7. The International Market Environment for Promotion and IMC -- Pt. 3. The Tools of Promotion and IMC. 8. Advertising: Message and Media Strategies. 9. Internet Advertising. 10. Direct Marketing and E-Commerce. 11. Sales Promotion: Consumer, Trade, and Business Market Techniques. 12. Sponsorship, Point-of-Purchase, and Supportive Communications. 13. Public Relations and Corporate Advertising. 14. Personal Selling and Sales Management -- Pt. 4. Evaluation and Measuring the Effectiveness of Promotion and IMC. 15. Measuring the Effectiveness of Promotion and IMC. / Kathleen |
| Bibliography |
Includes bibliographical references and indexes |
| Subject |
Advertising campaigns.
|
|
Communication in marketing.
|
| LC no. |
00068752 |
| ISBN |
0324062532 core text with Info Trac |
|
0324125682 core text only |
|
