Integrated Marketing Communications Book Information:

rketing Communications is a concise textbook designed to meet the needs of postgraduate management students specializing in marketing. With numerous industry examples, exhibits and case studies, the book captures all aspects of marketing communications for readers to understand the processes and usage of effective communication.The book begins with an introduction to the concept of integrated marketing communications and the conducive environment for it. The book then goes on to discuss the marketing communication tools, such as advertising, sales promotion, direct marketing, personal selling, publicity and public relations and the need for an IMC approach. The impact of new media is also covered with special focus on online advertising and mobile marketing. Important strategic aspects such as corporate image management, brand building and integration of global marketing communication along with the ethical and social perspectives have been discussed at length too.Besides management students, practitioners will also find this book very useful for its practice-oriented approach.Key features: Introduces the current trends and best practices and bases them on a sound theoretical background Provides various industry insights and IMC practices of Indian and global companies Includes exclusive chapters on point of purchase advertising, hiring and motivating sales force, mobile marketing, corporate image management and brand building Highlights emerging issues such as customer service, media management, media buying, event and sponsorship management and online and mobile advertising Online resources: For Faculty PowerPoint Slides Instructors Manual Additional MCQs Videos For Students Flashcard GlossaryTable of ContentsFeatures of the BookPrefaceDetailed ContentsPART IIntroduction to IMC 1. Introduction to IMC 2. IMC Process PART IIUnderstanding the Environment 3. Political and Regulatory Environment 4. Sociocultural Environment 5. Understanding the Advertising and Promotion World 6. Understanding the ConsumersPart IIIPromotion ToolAdvertising 7. Advertising Management 8. Advertising Strategy 9. Advertising Agency 10. Point of Purchase Advertising Part IVPromotion ToolSales Promotion 11. Sales Promotion Management 12. Trade-oriented Sales Promotion 13. Customer-oriented Sales Promotion Part VPromotion ToolDirect Marketing 14. Direct Marketing Management 15. Database Marketing Part VIPromotion ToolPersonal Selling 16. Personal Selling Management 17. Hiring and Motivating the Sales Force Part VIIPromotion ToolPublicity and Public Relations 18. Public Relations Management 19. Event and Sponsorship Management Part VIIINew Media 20. Communication via New Media 21. Mobile Marketing Communication Part IXMarketing Communication and Strategy 22. Corporate Image Management and Brand Building 23. Integrating Global Marketing Communication 24. Monitoring and Evaluation 25. Ethical and Social Perspectives IndexAbout the Author

• Book Type/Genre :

Business Finance

• Book Binding :

Paperback

• Language :

• Number of Pages :

Page count varies on each edition/reprint

• ISBN - 10 :

• Integrated Marketing Communications Published On :

• Resource:

Higher Education Textbooks, Business Finance Book is recommended for Students, Teachers, Graduates, Professionals, and all bibliophiles

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