(eBook PDF) Advertising An Integrated Marketing Communication 3rd – Digital Ebook – Instant Delivery Download
Product details:
- ISBN-10 : 1760421200
- ISBN-13 : 978-1760421205
- Author: George E. Belch, Michael A. Belch , Gayle Kerr Dr , Irene Powell Ms
Table contents:
Part 1 WHAT IS INTEGRATED MARKETING COMMUNICATION?
Chapter 1 Everything is digital: changes and challenges for consumers, marketers and society
Chapter 2 Integrated marketing communication: history and current state
Part 2 HOW MARKETING COMMUNICATION WORKS
Chapter 3 Integration and synergy
Chapter 4 Consumer empowerment and behaviour
Chapter 5 Communication and engagement with the brand
Chapter 6 Social, ethical and regulatory aspects
Part 3 PLANNING AND DECISION MAKING
Chapter 7 Consumer insight and strategy
Chapter 8 Analytics
Chapter 9 Search
Chapter 10 Creative strategy
Chapter 11 Media strategy
Chapter 12 Measurement: output and process measures
Part 4 MARKETING COMMUNICATION DISCIPLINES
Chapter 13 Advertising
Chapter 14 Public relations and publicity
Chapter 15 Sales promotion, direct marketing and personal selling
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