INTEGRATED ADVERTISING, PROMOTION AND MARKETING COMMUNICATION
Ouvrage 0-13-106052-X : INTEGRATED ADVERTISING, PROMOTION AND MARKETING COMMUNICATION
Table of Contents
I. IMC FOUNDATION.
1. Integrated Marketing Communications.
2. Corporate Image and Brand Management.
3. Consumer Buyer Behavior.
4. Business-to-Business Buyer Behavior.
5. Promotion Opportunity Analysis.
II. IMC ADVERTISING TOOLS.
6. Advertising Management.
7. Advertising Design- Theoretical Framework and Types of Appeals.
8. Advertising Design- Message Strategies and Executional Frameworks.
9. Advertising Media Selection.
III. IMC PROMOTIONAL TOOLS.
10. Trade Promotions.
11. Consumer Promotions.
12. Personal Selling, Database Marketing, and Customer Relationship
Management.
13. Public Relations, Regulations, and Sponsorships.
IV. IMC INTEGRATION TOOLS.
14. Internet Marketing.
15. IMC for the Small Business Entrepreneur.
16. Evaluating an Integrated Marketing Program.
Auteur : CLOW
Editeur : PRENTICE HALL
Nombre de pages : 0
Date de publication : 06 2003
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