Integrated Marketing Communications + CD
Prentice Hall
978-0-273-67645-4 (ISBN)
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Integrated Marketing Communications, 2e
David Pickton and Amanda Broderick
Integrated Marketing Communications, 2e
takes into account all aspects and elements of marketing communications. Based on the success of the first edition, David Pickton and Amanda Broderick have restructured this edition to make the three marketing communications models more explicit. Each model is clearly displayed graphically at the beginning of each part to provide a visual `route map' throughout the book. This lively text takes a European approach and provides comprehensive coverage of the marketing communications mix elements. Ideal for those studying general marketing communications, the book also appeals to students taking advertising, public relations, sales promotions, or direct marketing courses.
Key features include:
a logical structure around the three key models of marketing communications-the IMC Process Model, the IMC RABOSTIC Planning Model, and the IMC Mix Model
applied, real-world examples, including viewpoints from leading practitioners and academics
relevant case material covering a wide variety of sectors and marketing scenarios
robust pedagogy in each chapter, including viewpoints, objectives, chapter summaries, self-review and discussion questions, marginal and end of book glossaries. Text features include Need to Know, Food for Thoughts, and Warnings.
unprecedented coverage of all elements of the marketing communications mix with separate chapters covering internet marketing, ethical issues, international marketing communications, direct and database marketing, creative and organisational issues, customer contact management, image and brand management and measuring integrated marketing communications.
NEW! Restructuring of Part 2 Model (RABOSTIC Planning Model which features major stages involved in marketing communications planning and strategy)
NEW! Integrating case study with questions posed at the start of each chapter
NEW! CD ROM packed with more details on the integrative cases, other case material, Power Point slides, a Resource Locator which provides links to a vast array of Internet materials
Visit the Companion Website at www.booksites.net/pickton to find even more valuable teaching and learning materials for instructors and students alike!
David Pickton is Head of the Marketing Department at DeMontfort University. He is on the editorial board of the Journal of Marketing Communications and Marketing Intelligence and Planning. He is also a fellow of the Chartered Institute of Marketing and Fellow of the RSA. Along with lecturing, Dave has done business consultancy.
Amanda Broderick is Lecturer in Marketing and Director of the MSc Marketing Management programme at Aston University Business School. Her main research, teaching, and consultancy expertise is in International Targeted Communications.
Short contents
Introduction to integrated marketing communications (The IMC Framework Model)
1. What is marketing communications?
2. What is integrated marketing communications?
PART ONE: THE INTEGRATED MARKETING COMMUNICATIONS PROCESS (THE IMC PROCESS MODEL)
Integrating Case I- Concern
3. Creating shared meaning in marketing communications- the communications loop from sender to receiver
4. Marketing communications psychology
5. Media
6. e-Media
7. The changing marketing communications environment
8. The international context of marketing communications
9. Regulation and legal controls
10. Marketing communications ethics
11. Image and brand management
12. Customer/audience relationship management
PART TWO: MANAGING INTEGRATED MARKETING COMMUNICATIONS PLANNING (THE IMC RABOSTIC PLANNING MODEL)
Integrating Case 2- Skoda
13. Marketing communications planing and plans
14. Organizational implications of integrated marketing communications
15. Agency operations
16. Research and analysis for integrated marketing communications decision-making
17. Identifying target audiences and profiling target markets
18. Setting budgets and allocating resources
19. Setting objectives, determining strategy and tactics
20. Creative implementation
21. Media implementation
22. Production implementation
23. Control and evaluation of integrated marketing communications
PART THREE: THE INTEGRATED MARKETING COMMUNICATIONS MIX (THE IMC MIX MODEL)
Integrating Case- Pampers
24. Public relations
25. Sponsorship
26. Advertising
27. Direct marketing communication
28. Sale promotions, merchandising and point of sale
29. Packaging
30. Exhibitions and trade shows
31. Personal selling and sales management
Glossary
Index
| Erscheint lt. Verlag | 29.9.2004 |
|---|---|
| Sprache | englisch |
| Maße | 191 x 244 mm |
| Gewicht | 1560 g |
| Themenwelt | Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb |
| ISBN-10 | 0-273-67645-8 / 0273676458 |
| ISBN-13 | 978-0-273-67645-4 / 9780273676454 |
| Zustand | Neuware |
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