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Integrated Marketing Communications

Integrated Marketing Communications

          
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About the Book

Integrated Marketing Communications is a concise textbook designed to meet the needs of postgraduate management students specializing in marketing. With numerous industry examples, exhibits and case studies, the book captures all aspects of marketing communications for readers to understand the processes and usage of effective communication.

The book begins with an introduction to the concept of integrated marketing communications and the conducive environment for it. The book then goes on to discuss the marketing communication tools, such as advertising, sales promotion, direct marketing, personal selling, publicity and public relations and the need for an IMC approach. The impact of new media is also covered with special focus on online advertising and mobile marketing. Important strategic aspects such as corporate image management, brand building and integration of global marketing communication along with the ethical and social perspectives have been discussed at length too.

Besides management students, practitioners will also find this book very useful for its practice-oriented approach.

Key features:
• Introduces the current trends and best practices and bases them on a sound theoretical background
• Provides various industry insights and IMC practices of Indian and global companies
• Includes exclusive chapters on point of purchase advertising, hiring and motivating sales force, mobile marketing, corporate image management and brand building
• Highlights emerging issues such as customer service, media management, media buying, event and sponsorship management and online and mobile advertising
Online resources:
For Faculty
• PowerPoint Slides
• Instructor’s Manual
• Additional MCQs
• Videos
For Students
• Flashcard Glossary

Table of Contents
Features of the Book
Preface
Detailed Contents
PART I Introduction to IMC
1. Introduction to IMC
2. IMC Process
PART II Understanding the Environment
3. Political and Regulatory Environment
4. Sociocultural Environment
5. Understanding the Advertising and Promotion World
6. Understanding the Consumers
Part III Promotion Tool—Advertising
7. Advertising Management
8. Advertising Strategy
9. Advertising Agency
10. Point of Purchase Advertising
Part IV Promotion Tool—Sales Promotion
11. Sales Promotion Management
12. Trade-oriented Sales Promotion
13. Customer-oriented Sales Promotion
Part V Promotion Tool—Direct Marketing
14. Direct Marketing Management
15. Database Marketing
Part VI Promotion Tool—Personal Selling
16. Personal Selling Management
17. Hiring and Motivating the Sales Force
Part VII Promotion Tool—Publicity and Public Relations
18. Public Relations Management
19. Event and Sponsorship Management
Part VIII New Media
20. Communication via New Media
21. Mobile Marketing Communication
Part IX Marketing Communication and Strategy
22. Corporate Image Management and Brand Building
23. Integrating Global Marketing Communication
24. Monitoring and Evaluation
25. Ethical and Social Perspectives
Index
About the Author


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Product Details
  • ISBN-13: 9780199464852
  • Publisher: Oxford University Press
  • Binding: Paperback
  • Language: English
  • Weight: 698.53 gr
  • ISBN-10: 0199464855
  • Publisher Date: 2016-12
  • Height: 23.876 mm
  • No of Pages: 512
  • Width: 182.1 mm

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