(eBook PDF) Integrated Marketing Communications 5th Edition by William Chitty – Digital Ebook – Instant Delivery Download
Product details:
- ISBN-10 : 0170386511
- ISBN-13 : 978-0170386517
- Author: Bill Chitty; Edwina Luck; Nigel Barker
Organisations continually use integrated marketing communications to achieve a competitive advantage and meet their marketing objectives. This 5th edition of Integrated Marketing Communications emphasises digital and interactive marketing, the most dynamic and crucial components to a successful IMC campaign today. Incorporating the most up-to-date theories and practice, this text clearly explains and demonstrates how to best select and co-ordinate all of a brand’s marketing communications elements to effectively engage the target market. Chapters adopt an integrative approach to examine marketing communications from both a consumer’s and marketer’s perspective.
Table contents:
Chapter 1: Integrated marketing communications and brand equity enhancement
Chapter 2: The communication process
Chapter 3: Persuasion in marketing communications
Chapter 4: Market segmentation and brand positioning
Chapter 5: Establishing objectives and budgeting for IMC campaigns
Chapter 6: Developing message strategies
Chapter 7: Media planning and analysis
Chapter 8: Broadcast media
Chapter 9: Print and support media
Chapter 10: Digital and social media marketing
Chapter 11: Direct marketing and sales promotion
Chapter 12: Personal selling and relationship marketing
Chapter 13: Marketing public relations and sponsorship marketing
Chapter 14: Evaluating integrated marketing communication effectiveness
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