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Author: Don Schultz
Publisher:
ISBN: 9781512941005
Category :
Languages : es
Pages : 298
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Book Description
Author: Don Schultz
Publisher:
ISBN: 9781512941005
Category :
Languages : es
Pages : 298
Get Book Here
Book Description
Author: Clarke Caywood
Publisher: McGraw Hill Professional
ISBN: 9780786311316
Category : Business & Economics
Languages : en
Pages : 612
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Book Description
As the media grows more ruthless, the role of public relations has become increasingly complex and critical. Savvy businesspeople know that how a company conveys and maintains its image has never been more importantor more challenging. The Handbook of Strategic Public Relations & Integrated Communications is the definitive guide for communications professionals. Featuring the expertise of the world's foremost public relations and marketing authorities, it is the first book of its kind to combine the art and science of marketing, public relations and communications in one single resource. An indispensable reference guide to the best practices in every industry, this handbook features more than 40 information-packed chapters authored by the best minds in the business and covers cutting-edge tips, topics and techniques such as: Crisis management Marketing public relations Client-agency relationships Environmental public relations High-tech PR And more!
Author: Don E. Schultz
Publisher: McGraw Hill Professional
ISBN: 0071436219
Category : Business & Economics
Languages : en
Pages : 433
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Book Description
Strategies for binding customers to an organization--by determining the information they want and giving it to them In 1993, Don Schultz showed marketers how to coordinate their organizations' entire communications programs with the seminalIntegrated Marketing Communications. InIMC--The Next Generation, Schultz offers a refined and updated approach to the IMC model, one that goes beyond the messages an organization chooses to send to encompass the information that the customer wishes to receive or have access to. IMC--The Next Generation shows marketers how to build sustainable competitive advantage and ROI by combining and coordinating all methods through which buyers and sellers come together. Numerous cases and real-world examples reveal how to use today’s IMC model to: Integrate internal and external communications programs Influence customers at every contact point Build long-term brand relationships
Author: DON E AUTOR SCHULTZ
Publisher: Juan Granica S A
ISBN: 9789506411947
Category : Business & Economics
Languages : es
Pages : 295
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Book Description
Author: Antonia Estrella Ramón
Publisher: ESIC
ISBN: 8416701253
Category : Business & Economics
Languages : en
Pages : 246
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Book Description
La comunicación de marketing es la variable del mix de marketing que está experimentando más cambios, fruto de los avances en las nuevas tecnologías de la información y las comunicaciones. Por ello, el presente manual trata de dar una visión actual, completa y didáctica de las diferentes variables y herramientas disponibles dentro del mix de comunicación de marketing de una forma integrada y planificada. La visión integrada viene de la mano de un primer capítulo centrado en definir, analizar y reflexionar sobre la Comunicación Integrada de Marketing (CIM), su sentido, y cómo conseguir dicha integración. Así mismo, en el resto de capítulos se enfatiza la relevancia de la CIM y se aportan ideas creativas para implementarla. La visión planificada viene de la mano del segundo capítulo que presenta la importancia de la planificación en la organización, y muy en especial la planificación de marketing centrada en la comunicación como una forma de poder hacer realidad el concepto de la CIM. En el resto de capítulos se abordan una serie de variables del mix de comunicación que poseen especial relevancia para el mundo empresarial, por su cercanía y facilidad de implementación, tales como el marketing promocional, el marketing de bases de datos y directo, la comunicación online (englobando herramientas como la web de la empresa, la publicidad display, el posicionamiento en buscadores, el marketing de afiliación, o el marketing a través del móvil), y el marketing a través de blogs y redes sociales. Se trata de herramientas que fundamentalmente se ejecutan a través del canal online, por lo que con la ayuda de este manual, cualquier gestor de marketing podrá ponerlas en práctica. Finalmente, se dedica un capítulo a completar el proceso de planificación de la CIM a través del análisis de las métricas digitales procedentes de la analítica web. Índice El mix de Comunicación Integrada de Marketing.- El proceso de planificación de la Comunicación Integrada de Marketing.- Marketing promocional.- Marketing de bases de datos y marketing directo.- Comunicación online.- Marketing en redes sociales.- Fase de control del plan de comunicación utilizando la analítica web.
Author: David Pickton
Publisher: Financial Times/Prentice Hall
ISBN: 9780273676454
Category : Business & Economics
Languages : en
Pages : 761
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Book Description
Net/pickton to find additional valuable teaching and learning materials. David Pickton is Head of the Marketing Department at Leicester Business School, De Montfort University. Amanda Broderick is Senior Lecturer in Marketing and Head of Research in the Marketing Group at Aston Business School.
Author: Stephanie Reich
Publisher: Springer Science & Business Media
ISBN: 0387495002
Category : Psychology
Languages : en
Pages : 461
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Book Description
This is the first in-depth guide to global community psychology research and practice, history and development, theories and innovations, presented in one field-defining volume. This book will serve to promote international collaboration, enhance theory utilization and development, identify biases and barriers in the field, accrue critical mass for a discipline that is often marginalized, and to minimize the pervasive US-centric view of the field.
Author: Pablo Cortés
Publisher: Springer
ISBN: 3319140787
Category : Technology & Engineering
Languages : en
Pages : 370
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Book Description
This volume contains a selection of the best papers presented at the 8th International Conference on Industrial Engineering and Industrial Management, XX International Conference on Industrial Engineering and Operations Management, and International IIE Conference 2014, hosted by ADINGOR, ABEPRO and the IIE, whose mission is to promote links between researchers and practitioners from different branches, to enhance an interdisciplinary perspective of industrial engineering and management. The conference topics covered: operations research, modelling and simulation, computer and information systems, operations research, scheduling and sequencing, logistics, production and information systems, supply chain and logistics, transportation, lean management, production planning and control, production system design, reliability and maintenance, quality management, sustainability and eco-efficiency, marketing and consumer behavior, business administration and strategic management, economic and financial management, technological and organizational innovation, strategy and entrepreneurship, economics engineering, enterprise engineering, global operations and cultural factors, operations strategy and performance, management social responsibility, environment and sustainability. This book will be of interest to researchers and practitioners working in any of the fields mentioned above.
Author: Don E. Schultz
Publisher:
ISBN: 9789506415099
Category : Communication in marketing
Languages : es
Pages : 296
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Book Description
Author: Marcelo Giugale
Publisher: World Bank Publications
ISBN: 082136863X
Category : Business & Economics
Languages : en
Pages : 860
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Book Description
For the first time in the republican history of Peru, the presidential transition takes place in democracy, social peace, fast economic growth and favorable world markets. In other words, there has never been a better chance to build a different Peru - a richer country, more equal and governable. There are multiple ways to achieve that goal. New reforms must stem from a widespread and participatory debate, one of a common vision conceived for and by Peruvians. This book aims at making a technical and independent contribution to such debate; it summarizes the knowledge available about the challenges to be faced by the new administration. The study does not recommend silver bullets, but suggests policy options. It is based on the analysis of the current reality and in six decades of relationships with Peru, in which the Bank has implemented more than 100 projects and prepared more than 500 technical reports covering the wide range of development topics. When necessary, the study provides lessons that the Bank has learned elsewhere. The study provides a conceptual framework to the analysis of the country's 34 economic sectors and the two historical perspectives behind them. In doing so, it offers a comprehensive reform agenda that sheds light on possible priorities and courses of action.
