The IMC planPro handbook PDF Download
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Author: Kenneth E. Clow
Publisher: Prentice Hall
ISBN: 9780131866300
Category : Business & Economics
Languages : en
Pages : 210
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Book Description
This supplemental package consists of booklet and disk, and is available from Prentice-Hall. The IMC Plan Pro disk provides an exercise for a student or business-person to prepare an entire marketing communications program. The booklet provides step-by-step instructions about how to use the disk and gives brief explanations of the IMC concepts that are part of the program.
Author: Kenneth E. Clow
Publisher: Prentice Hall
ISBN: 9780131866300
Category : Business & Economics
Languages : en
Pages : 210
Get Book Here
Book Description
This supplemental package consists of booklet and disk, and is available from Prentice-Hall. The IMC Plan Pro disk provides an exercise for a student or business-person to prepare an entire marketing communications program. The booklet provides step-by-step instructions about how to use the disk and gives brief explanations of the IMC concepts that are part of the program.
Author: Kenneth E. Clow
Publisher: Prentice Hall
ISBN:
Category : Business & Economics
Languages : en
Pages : 548
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Book Description
This volume takes a broader approach than Advertising or Promotions surveys and gives readers anintegratedlearning experience by incorporating Internet exercises and a Building an IMC Campaign project, with free Advertising Plan Pro software in every copy. The volume addresses integrated marketing communications, corporate image and brand management, consumer buyer behavior, business-to-business buyer behavior, promotions opportunity analysis, advertising management, advertising design, both theoretical and executional frameworks, IMC promotional tools and integration tools. For marketing professionals and ad agency account executives.
Author: Jerome M. Juska
Publisher: Routledge
ISBN: 1315526794
Category : Business & Economics
Languages : en
Pages : 227
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Book Description
This book is an up-to-date resource that shows students how to achieve their marketing objectives through a campaign that coordinates marketing, advertising, and promotion. It provides essential information about planning, implementing, and assessing a comprehensive marketing plan to help students appreciate integrated marketing communications as a business strategy. The author describes the processes and considerations needed to appeal to consumers, identifying how geographic segmentation, timing, competitive environments, and cost contribute to planning. He considers the integration of digital technology, such as social media platforms and mobile apps, and how these can be used for advertising, sales promotion, and public relations. The book’s concise, easy to read explanation of marketing components and their interconnected relationships is solidified by a series of visual summaries as well as examples and useful demonstrations. Students are given the opportunity to prepare their own integrated marketing communication plan based on consumer, product, and market research along with original creative materials and media spreadsheets. Students of marketing communication, advertising and promotion, and digital marketing will love this book’s abbreviated, but thorough format. An interactive companion website rounds out a stellar set of features that encourage quick understanding, participation, and utilization of IMC concepts.
Author: Kenneth E. Clow
Publisher: SAGE Publications
ISBN: 1483342956
Category : Business & Economics
Languages : en
Pages : 719
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Book Description
This concise new text covers all the traditional topics of the course, and also contemporary subjects such as data warehousing, Web site management, and CRM — all areas of work that students will encounter in their future marketing careers. Unique to this text is its customer orientation, reflected in its content, but also in the way that the authors organize the material through the sequence of customer acquisition, interactions, and retention. Each chapter includes topical mini-cases such as the launch of the iPhone, e-Harmony.com, and Southwest Airlines. In addition, there are eight full cases in the back of the book, together with a helpful student guide to analyzing a case.
Author: Jerome M. Juska
Publisher: Routledge
ISBN: 1000485684
Category : Business & Economics
Languages : en
Pages : 289
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Book Description
Now in its second edition, this textbook explores the continuing transformation of advertising, sales promotion, and public relations functions within the marketing discipline. The content focuses on emerging new technologies, as well as established digital and legacy media, as the reader is guided through the process of developing and implementing a comprehensive Integrated Marketing Communication plan for companies, organizations, and brands. Clear, concise, and practical, the book takes the reader through consumer, market, and competitive research; creative conceptualization; market segmentation, identification of a target audience, and brand positioning; as well as strategic decisions involving the timing, placement, and intensity of advertising, sales promotion, public relations, and brand visibility. The new edition emphasizes the importance of social media, website development, search engine optimization, mobile marketing, brand promotion events, and retail store connectivity. Updated to include more digital content with detailed international examples, this new edition adds four new chapters including Integrated Marketing Communication objectives, budgets, and metrics, legacy media planning, business-to-business marketing strategies, and innovative technologies with topics such as artificial intelligence, predictive analytics, synthetic media, virtual reality, and voice marketing. Upper-level undergraduate and postgraduate students will appreciate this lucid, up-to-date text, as will business professionals in executive education and certificate programs. Experiential learning is provided with chapter assignments and a continuity case study woven into the textbook. The second edition is also accompanied by robust online resources, including PowerPoint slides, chapter videos, lecture notes, classroom exercises, digital flash cards, test banks, an instructor resource book, and interactive templates for preparing an Integrated Marketing Communication Plan.
Author: Kenneth E. Clow
Publisher: SAGE Publications
ISBN: 1412996031
Category : Business & Economics
Languages : en
Pages : 561
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Book Description
This comprehensive collection of 38 cases selected from Ivey Publishing helps students understand the complex issues that marketing professionals deal with on a regular basis. The cases were chosen to help students apply conceptual, strategic thinking to issues in marketing management, as well as provide them with more practical operational ideas and methods. Cases were chosen from around the world, from small and large corporations, and include household names such as Twitter, Best Buy, Ruth's Chris, and Kraft Foods. The majority of the cases are very recent (from 2009 or later). Each chapter begins with an introductory review of the topic area prior to the set of cases, and questions are included after each case to help students to think critically about the material. Cases in Marketing Management is edited by Kenneth E. Clow and Donald Baack, and follows the structure and goals of their textbook Marketing Management: A Customer-Oriented Approach. It can also be used as a stand-alone text, or as a supplement to any other marketing management textbook, for instructors who want to more clearly connect theory and practice to actual cases.
Author: Matthias Pilz
Publisher: Springer
ISBN: 3319478567
Category : Education
Languages : en
Pages : 494
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Book Description
This book brings together a broad range of approaches and methodologies relevant to international comparative vocational education and training (VET). Revealing how youth in transition is affected by economic crises, it provides essential insights into the strengths and weaknesses of the various systems and prospects of VET in contexts ranging from North America to Europe, (e.g. Spain, Germany or the UK) to Asia (such as China, Thailand and India). Though each country examined in this volume is affected by the economic crisis in a different way, the effects are especially apparent for the young generation. In many countries the youth unemployment rate is still very high and the job perspectives for young people are often limited at best. The contributions in this volume demonstrate that VET alone cannot solve these problems, but can be used to support a smooth transition from school to work. If the quality of VET is high and the status and job expectations are good, VET can help to fill the skills gap, especially at the intermediate skill level. Furthermore, VET can also offer a realistic alternative to the university track for young people in many countries.
Author: Darrel D. Whitcomb
Publisher: Air University Press
ISBN:
Category : History
Languages : en
Pages : 780
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Book Description
Author: James Hasselback
Publisher: Prentice Hall
ISBN: 9780131858459
Category : Business & Economics
Languages : en
Pages : 206
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Book Description
The only printed directory of marketing faculty. Updated for 2005 and includes PH Marketing's list at-a-glance.
Author: Air University Press
Publisher: CreateSpace
ISBN: 9781495211065
Category : History
Languages : en
Pages : 630
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Book Description
Pave Low. The term itself generates an image: a dark, wispy night; a low, pulsating rumble approaching from the distance. The rumble becomes a presence, a large helicopter that settles onto the ground amidst the deep darkness. Earnest men of determination spew forth from it. Heavily armed, they quickly set up to collect intelligence, kill enemy troops, rescue downed or isolated friendly personnel, or otherwise conduct a direct action mission. Mission complete, they just as quickly reassemble, reboard the aircraft, and then disappear into the consuming darkness. It is a powerful image—a conjure, if you will—that strikes fear into any enemy of the United States. But the conjure is real. It is a helicopter called the MH-53J/M. That machine is the end result of the evolution of state-of-the-art avionics, communication, and navigation equipment crewed by highly motivated, enthusiastic, and smart young operators well steeped in the principles, heritage, and credo of special operations. It is the classic combination of men and machine. Those aircraft and Airmen were assigned to the US Air Force Special Operations Command (AFSOC), “America's specialized airpower . . . a step ahead in a changing world, delivering special operations power anytime, anywhere.”1 AFSOC controls a mixed fleet of both rotaryand fixed-wing aircraft to facilitate the fulfillment of that mission. However, the single aircraft that, in its day, has best epitomized that role is the Pave Low helicopter. It, perhaps more than any other aircraft, allowed the AFSOC to realize its purpose. But it was not always so. The aircraft themselves were revolutionary combinations of new, more powerful turbine engines with rotarywing aircraft to produce vastly increased lifting power. Conceptualized, built, and designated for simpler missions, they were immediately swept up into the long war in Southeast Asia. There they proved the efficacy of the aircraft for dangerous rescue missions, for the initiation of a whole new generation of developing avionics and navigation technology, for providing challenging direct support to small special forces teams and indigenous forces inserted behind enemy lines, and for a myriad of other things that heavy-lift helicopters could be assigned to do. In accomplishing all of that, they also trained a whole generation of men who learned of combat along the Ho Chi Minh Trail in Laos and at other places like Quang Tri, South Vietnam; Son Tay, North Vietnam; and Koh Tang Island, Cambodia. After that conflict, those aircraft and men were returned to peacetime locations and duties, and much was forgotten of those dangerous times and missions. However, a cadre of dedicated combat aviators and commanders felt that the aircraft and community of Airmen had much more to give. Foreseeing an ever-dangerous world, they harnessed those aircraft to a series of evolving new technologies that vastly improved the aircraft by giving them the ability to traverse airspace in any weather conditions, day and night, and to avoid enemy threats. That concept was validated in operations in Panama, Kuwait, Iraq, Serbia, Afghanistan, and many more smaller and quieter operations in between. The men and aircraft also showed the larger utilitarian value of the aircraft as, over the years, they were called out many times to provide natural disaster and humanitarian relief from Africa to New Orleans, Louisiana.
