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Integrated Marketing Communication: Advertising and Promotion in a Digital World - Couverture souple

Juska, Jerome M.

 
9781138695443: Integrated Marketing Communication: Advertising and Promotion in a Digital World
Couverture souple
ISBN 10 : 1138695440 ISBN 13 : 9781138695443
Editeur : Routledge, 2017

Synopsis

This book is an up-to-date resource that shows students how to achieve their marketing objectives through a campaign that coordinates marketing, advertising, and promotion. It provides essential information about planning, implementing, and assessing a comprehensive marketing plan to help students appreciate integrated marketing communications as a business strategy.

The author describes the processes and considerations needed to appeal to consumers, identifying how geographic segmentation, timing, competitive environments, and cost contribute to planning. He considers the integration of digital technology, such as social media platforms and mobile apps, and how these can be used for advertising, sales promotion, and public relations. The book’s concise, easy to read explanation of marketing components and their interconnected relationships is solidified by a series of visual summaries as well as examples and useful demonstrations. Students are given the opportunity to prepare their own integrated marketing communication plan based on consumer, product, and market research along with original creative materials and media spreadsheets.

Students of marketing communication, advertising and promotion, and digital marketing will love this book’s abbreviated, but thorough format. An interactive companion website rounds out a stellar set of features that encourage quick understanding, participation, and utilization of IMC concepts.

Les informations fournies dans la section « Synopsis » peuvent faire référence à une autre édition de ce titre.

À propos de l'auteur

Jerome M. Juska is the Executive Director of IMC Strategies and Digital Marketing, USA. With extensive experience in the corporate world of advertising, Jerry has taught at several international universities, most recently Entrepreneurship at Nova Southeastern University, USA.

Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.

Éditeur
Routledge
Date d'édition
2017
Langue
anglais
ISBN 10 
1138695440
ISBN 13 
9781138695443
Reliure
Broché
Nombre de pages
250
Coordonnées du fabricant
non disponible
Personne responsable
non disponible