(Original PDF) Integrated Marketing Communications 4th by Keith

(Original PDF) Integrated Marketing Communications 4th by Keith – Digital Ebook – Instant Delivery Download

Product Details:

• ISBN-10 ‏ : ‎ 0133157873
• ISBN-13 ‏ : ‎ 978-0133157871
• Author: Keith J. Tuckwell

Integrated Marketing Communications presents essential elements of integrated marketing communications in a clear, concise, and informative manner. The book is written in a straightforward, easy-to-understand manner and is full of examples and illustrations that students will quickly identify with.

Table of contents:

Chapter 1 Everything is digital: changes and challenges for consumers, marketers and society

Chapter 2 Integrated marketing communication: history and current state

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

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

Chapter 13 Advertising

Chapter 14 Public relations and publicity

Chapter 15 Sales promotion, direct marketing and personal selling

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