- Broschiertes Buch
- Merkliste
- Auf die Merkliste
- Bewerten Bewerten
- Teilen
- Produkt teilen
- Produkterinnerung
- Produkterinnerung
This book provides a comprehensive foundation to the principles and practices of integrated marketing communications (IMC).
Andere Kunden interessierten sich auch für
- Norman HartImplementing an Integrated Marketing Communications Strategy203,99 €
- Philip KitchenA Primer for Integrated Marketing Communications74,99 €
- Argyro Elisavet ManoliIntegrated Marketing Communications in Football56,99 €
- The IMC Handbook: Reading & Cases in Integrated Marketing Communications42,99 €
- J. Steven KellyThe IMC Case Book: Cases in Integrated Marketing Communications27,99 €
- David GriffithSparketing: Integrated Sales & Marketing for Customer Engine Optimization19,99 €
- James a. MoureyFusion: A Modern 'How-To' Guide For Integrated Marketing Strategy (From Creative Spark To Synergistic Explosion)32,99 €
-
-
-
This book provides a comprehensive foundation to the principles and practices of integrated marketing communications (IMC).
Produktdetails
- Produktdetails
- Verlag: Cambridge University Press
- 2nd edition
- Seitenzahl: 476
- Erscheinungstermin: 23. Februar 2021
- Englisch
- Abmessung: 254mm x 196mm x 20mm
- Gewicht: 1043g
- ISBN-13: 9781108703116
- ISBN-10: 1108703119
- Artikelnr.: 60552249
- Verlag: Cambridge University Press
- 2nd edition
- Seitenzahl: 476
- Erscheinungstermin: 23. Februar 2021
- Englisch
- Abmessung: 254mm x 196mm x 20mm
- Gewicht: 1043g
- ISBN-13: 9781108703116
- ISBN-10: 1108703119
- Artikelnr.: 60552249
Prior to joining the Department of Marketing and Management in June 2007, Lawrence was a faculty member at the Macquarie Graduate School of Management (MGSM); and before that, he worked for many years as a senior marketing research consultant and manager. His current areas of research are competencies in customer relationship management, complaints handling, attention and creativity in advertising, neuromarketing and non-conscious effects of marketing stimuli, consumption and loyalty, social comparison, brand misconduct and product recall, brand valuation, personality and celebrity endorsement, materialism. Lawrence teaches in the area of marketing management, advertising and marketing research at undergraduate and postgraduate levels in Australia and overseas. He also contributes to executive training for various organisations. He consults in the area of advertising effectiveness and branding for various industries: fast-moving consumer goods, pharmaceuticals, telecommunications and finance.
1. Integrated marketing communications and its synergistic effects
2. Uncovering insights
3. Brand Positioning
4. Media planning for growth
5. Integrating digital and non-digital channels
6. Advertising creativity
7. Planning and executing the creative appeal
8. Social influence
9. Public relations, corporate reputation, sponsorship and content marketing
10. Influence, tactics and integration in personal selling
11. Direct response marketing and sales promotion integration
12. Advertising testing, campaign tracking and synergistic effects
13. Integrative review, IMC implementations and marketing technologies.
2. Uncovering insights
3. Brand Positioning
4. Media planning for growth
5. Integrating digital and non-digital channels
6. Advertising creativity
7. Planning and executing the creative appeal
8. Social influence
9. Public relations, corporate reputation, sponsorship and content marketing
10. Influence, tactics and integration in personal selling
11. Direct response marketing and sales promotion integration
12. Advertising testing, campaign tracking and synergistic effects
13. Integrative review, IMC implementations and marketing technologies.
1. Integrated marketing communications and its synergistic effects
2. Uncovering insights
3. Brand Positioning
4. Media planning for growth
5. Integrating digital and non-digital channels
6. Advertising creativity
7. Planning and executing the creative appeal
8. Social influence
9. Public relations, corporate reputation, sponsorship and content marketing
10. Influence, tactics and integration in personal selling
11. Direct response marketing and sales promotion integration
12. Advertising testing, campaign tracking and synergistic effects
13. Integrative review, IMC implementations and marketing technologies.
2. Uncovering insights
3. Brand Positioning
4. Media planning for growth
5. Integrating digital and non-digital channels
6. Advertising creativity
7. Planning and executing the creative appeal
8. Social influence
9. Public relations, corporate reputation, sponsorship and content marketing
10. Influence, tactics and integration in personal selling
11. Direct response marketing and sales promotion integration
12. Advertising testing, campaign tracking and synergistic effects
13. Integrative review, IMC implementations and marketing technologies.