bebooks.pl

IMC: Using Advertising and Promotion to Build Brands 1e Duncan

Stan

Niewielkie ślady używania na okładce. Wewnątrz bez zaznaczeń.

O książce

Autor omawia rolę marketingu zintegrowanego w budowie kapitału marki.

Spis treści

PART I. From Marketing Communications to IMC

Chapter 1. The Evolution of IMC
Chapter 2. Brands and Stakeholder Relationships
Chapter 3. IMC Partners and Cross-Functional Organization

PART II. Strategic Foundations of IMC

Chapter 4. The Brand Communication Process
Chapter 5. The Brand Decision Process
Chapter 6. IMC Planning
Chapter 7. Segmenting and Targeting
Chapter 8. IT and Database-Driven Communication

PART III. Creating, Sending, and Receiving Brand Messages

Chapter 9. IMC Message Strategy
Chapter 10. Brand Message Execution
Chapter 11. Media Characteristics
Chapter 12. The Internet and Interactive Media
Chapter 13. Media Planning

PART IV. Marketing Communication Functions

Chapter 14. Advertising: The Awareness Builder
Chapter 15. Public Relations: The Credibility Builder
Chapter 16. Sales Promotion: Intensifying Consideration
Chapter 17. Direct Response and Personal Sales: The Personal Connection
Chapter 18. Events, Sponsorships, and Customer Service: Experiential Contact

PART V. The Big Picture

Chapter 19. Social, Ethical, and Legal Issues
Chapter 20. International Marketing Communication
Chapter 21. Measurement, Evaluation, and Effectiveness

Index
Glossary