The Executor of Integrated Marketing Communications Strategy: Marcom Manager’s Working Model PDF Download
Are you looking for read ebook online? Search for your book and save it on your Kindle device, PC, phones or tablets. Download The Executor of Integrated Marketing Communications Strategy: Marcom Manager’s Working Model PDF full book. Access full book title The Executor of Integrated Marketing Communications Strategy: Marcom Manager’s Working Model by Kwang-Yong Shin. Download full books in PDF and EPUB format.
Author: Kwang-Yong Shin
Publisher: Springer Science & Business Media
ISBN: 3642380913
Category : Business & Economics
Languages : en
Pages : 150
Get Book Here
Book Description
The book mainly addresses the following aspects: First, it systematically introduces the domestic and foreign research results, pointing out the key elements of the basic theory of IMC, according to a company’s present situation and the practice of IMC strategy. Second, according to the different characteristics of each organization, it provides various IMC organization structures, such as linear structure Model l, a virtual network and centralized type that focuses on individual interest, external types of the IMC organizational structures Model, etc., and suggestions for further study are also presented.
Author: Kwang-Yong Shin
Publisher: Springer Science & Business Media
ISBN: 3642380913
Category : Business & Economics
Languages : en
Pages : 150
Get Book Here
Book Description
The book mainly addresses the following aspects: First, it systematically introduces the domestic and foreign research results, pointing out the key elements of the basic theory of IMC, according to a company’s present situation and the practice of IMC strategy. Second, according to the different characteristics of each organization, it provides various IMC organization structures, such as linear structure Model l, a virtual network and centralized type that focuses on individual interest, external types of the IMC organizational structures Model, etc., and suggestions for further study are also presented.
Author: Elenica Pjero
Publisher: Cambridge Scholars Publishing
ISBN: 1527547159
Category : Business & Economics
Languages : en
Pages : 169
Get Book Here
Book Description
Under the contemporary business conditions of hyper-competition, incessant change and pressure for growth and profitability, better management of marketing budgets has become an imperative for companies. In addition, properly monitoring and measuring marketing and brand communication strategies and tactics has become a critical factor for success across the geographic and typological organisational spectrum. This book explores how appropriately applied management initiatives on marketing and brand communications, through defined and measured consumer-centred processes, can be more successful and provide significant marketing return on investment (ROI). Moreover, the notions, methods and approaches described here ultimately constitute the tools of developing, measuring and improving strategy design and implementation. In addition, they are linked to a number of wider business goals, such as increased customer basis, stronger customer relationships, cost control, increased consumer loyalty, and brand building. In this vein, the book proposes various means of generating greater returns from marketing and brand investments, maximising both their efficiency and effectiveness. This, in turn, allows for greater financial resources to be reinvested towards consumer and employee satisfaction, strengthening the stability and viability of the company.
Author: Pradip Ninan Thomas
Publisher: Springer
ISBN: 1137426314
Category : Political Science
Languages : en
Pages : 191
Get Book Here
Book Description
A new addition to the Palgrave Studies in Communication for Social Change series, this book sets the stage for subsequent books by identifying and analysing the current gaps in the field. It critically reviews the theory, practice and strategies of Communication for Social Change in relation to occurring structures, policies and discourses.
Author: Larry Percy
Publisher: Contemporary Books
ISBN: 9780844235837
Category : Communication in marketing
Languages : en
Pages : 0
Get Book Here
Book Description
Integrated Marketing Communications is one of the hottest ideas in marketing today - and for good reason. Marketers today no longer feel limited to traditional ways of doing things. More and more marketers, both large and small, are realizing there is a wide range of ways to reach potential customers. This means you can better target your marketing communications, leading to more successful marketing programs. If this is true - and it is - then why do we hear so much about IMC not working? The reason is simple. IMC is much more than simply discussing new ways of communicating or using traditional means in new ways. IMC is a way of planning overall marketing communications strategy by first looking to your customers and asking what is the best way of reaching them. That is why Strategies for Implementing Integrated Marketing Communications was written. In 10 comprehensive but concise and easy-to-read chapters the author outlines approaches for developing the most effective IMC strategies and then tailoring the tactics needed to implement them effectively. With 224 pages of easy-to-use, practical advice and common-sense models and forms for guidance, including detailed cases showing step-by-step how several leading marketers have used this forward-looking approach to develop their own successful programs, Strategies for Implementing Integrated Marketing Communications will be the most powerful tool in your marketing and communications arsenal.
Author: Larry Percy
Publisher: Routledge
ISBN: 0750679808
Category : Business & Economics
Languages : en
Pages : 324
Get Book Here
Book Description
Integrated Marketing Communications is planning in a systematic way to determine the most effective and consistent message for appropriate target audiences. This comprehensive new textbook deals with all aspects of Integrated Marketing Communication from a strategic perspective.
Author: Lawrence Ang
Publisher: Cambridge University Press
ISBN: 1108571514
Category : Business & Economics
Languages : en
Pages : 529
Get Book Here
Book Description
Marketing in the digital age poses major challenges for traditional and established practices of communication. To help readers meet these challenges Principles of Integrated Marketing Communications: An Evidence-based Approach provides a comprehensive foundation to the principles and practices of integrated marketing communications (IMC). It examines a variety of traditional and digital channels used by professionals to create wide-reaching and effective campaigns that are adapted for the aims of their organisations. This edition has been thoroughly revised and each chapter includes: case studies of significant and award-winning campaigns from both Australian and international brands that illustrate the application of explored concepts; discussion and case study questions that enable readers to critically evaluate concepts and campaigns; a managerial application section that illustrates how concepts can be applied effectively in a real situation; a 'further thinking' section that expands knowledge of advanced concepts and challenges readers to think more broadly about IMC.
Author: Larry Percy
Publisher: Taylor & Francis
ISBN: 1000842886
Category : Business & Economics
Languages : en
Pages : 319
Get Book Here
Book Description
This book provides a disciplined, systematic look at what is necessary to the planning and implementation of an effective Integrated Marketing Communications (IMC) programme. Throughout, attention is paid to balancing theory with practical application, how to successfully implement theory for effective communication. Step-by-step, knowledge and understanding builds through the book, starting by laying a foundation to provide context, looking at the role of IMC in building brands and strengthening companies. The book then considers what goes into developing and executing effective messages, and how to ensure that they are consistent and consistently delivered, regardless of media. A detailed, practical overview of the strategic planning process is provided, illustrated by numerous examples and cases, along with ‘desktop’ tools and worksheets for developing and implementing an IMC plan. The 4th edition of this classic textbook has been fully updated throughout, and includes: Updated and expanded coverage of digital media, including issues relating to privacy and media strategy New sections on setting campaign budgets, brand architecture, target audience action objectives, social marketing communication, and such practices as gamification and experiential marketing Extended content on international advertising and shared cultural values The introduction of a channels-based typology of marketing communication Updated international examples and case studies throughout. A comprehensive and accessible guide to the steps of planning and developing an effective IMC campaign, this book should be core reading for students studying Integrated Marketing Communications, Strategic Communications, Principles of Advertising, Media Planning and Brand Management.
Author: Philip J. Kitchen
Publisher: Psychology Press
ISBN: 9780415314206
Category : Business & Economics
Languages : en
Pages : 216
Get Book Here
Book Description
This textbook is the first introductory primer on integrated marketing communications. It combines theory and practice to show students of marketing how different aspects of integrated marketing communications (IMC) work together. Setting the scene in which IMC has emerged, the authors explain each component of the promotional mix and go on to explain the process of functional integration. The text includes key case studies on companies, including Proctor and Gamble, NSPCC and Ardi, illustrating the practical side of IMC in addition to an introduction to the main theories at work. Including an additional Study Guide at the back, this book will be a valuable resource for students of marketing and marketing communications.
Author: Don Schultz
Publisher: Routledge
ISBN: 1317979605
Category : Business & Economics
Languages : en
Pages : 179
Get Book Here
Book Description
This book reviews, updates and enhances the basic concepts surrounding the academic theory and practice of Integrated Marketing Communication (IMC). Since the introduction of IMC in the late 1980s, the concept has spread around the world. In that expansion, many authors have written about IMC; practitioners have adopted and adapted the concept to fit their own market situations. Further, dramatic changes have occurred in the technologies used in marketing communications which consumers have accepted and employed in their consumption of marketers' messages and incentives. Thus, there have been dramatic changes in how IMC was initially envisioned and how it has developed over time. This book identifies and discusses these changes, how they have occurred and what they mean going forward for all types of marketers around the world. Thus, IMC, and indeed integration of communications at all organisational levels is an essential in the 21st century organisations. This book was published as a special issue of the Journal of Marketing Communications.
Author: Paul Copley
Publisher: Routledge
ISBN: 0750652942
Category : Business & Economics
Languages : en
Pages : 447
Get Book Here
Book Description
Truly comprehensive and international in its scope, this text makes critical reflections on the most important issues in marketing communications.
