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Author: Don Schultz
Publisher: Routledge
ISBN: 1317979605
Category : Business & Economics
Languages : en
Pages : 179
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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: 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: Asiatic Society of Bengal
Publisher:
ISBN:
Category : India
Languages : en
Pages : 1208
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Book Description
Author: Royal Asiatic Society of Bengal
Publisher:
ISBN:
Category :
Languages : en
Pages : 1024
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Book Description
Author: Argyro Elisavet Manoli
Publisher: Routledge
ISBN: 1000610268
Category : Sports & Recreation
Languages : en
Pages : 159
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Book Description
This book takes an important step forward in showing how Integrated Marketing Communications (IMC) have been applied within the English Premier League (EPL) – arguably the most commercialised and watched sport league in the world – and how it can and should be utilised in the context of other sports properties. Drawing on cutting-edge empirical research, the book offers a detailed view into the marketing communications practices of EPL clubs (such as brand management and communications alignment), the football clubs’ practitioners’ perspectives of IMC and the integration processes taking place within the clubs. It examines the key marketing communications practices that strategic IMC entails, including marketing strategies and goals, cross-functional communication, external communication management and brand management, and helps researchers and practitioners to understand how IMC can have the maximum positive impact on the brand of an organisation, by managing their content, channels, stakeholders and results. This book is fascinating reading for any researcher, advanced student or practitioner with an interest in sport management, the business of football, sport marketing or innovative approaches to marketing and business communications in other commercial spheres.
Author: Edwina Luck
Publisher: Cengage AU
ISBN: 0170443000
Category : Business & Economics
Languages : en
Pages : 62
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Book Description
Organisations use integrated marketing communications to help achieve a competitive advantage and meet their marketing objectives. This 6th edition of Integrated Marketing Communications emphasises digital and interactive marketing, the most dynamic and crucial components to a successful IMC campaign today. Incorporating the most up-to-date theories and practice, this text clearly explains and demonstrates how to best select and coordinate all of a brand’s marketing communications elements to effectively engage the target market. Conceptual framework models demonstrate the integration of theory and practice to help students to better understand the whole IMC process and concept connections. Chapters adopt an integrative approach to examine marketing communications from both a consumer’s and marketer’s perspective. Premium online teaching and learning tools are available on the MindTap platform. Learn more about the online tools cengage.com.au/mindtap
Author: Jerry Kliatchko
Publisher: Cambridge Scholars Publishing
ISBN: 1527542394
Category : Social Science
Languages : en
Pages : 135
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Book Description
This volume represents a valuable resource for students, academics (teachers and researchers), and practitioners in the field of integrated marketing communication (IMC). It provides a foundation detailing the principles, tenets and practices of IMC, before presenting a step-by-step process of preparing and executing the process for any given brand.
Author: Jawahar. P. David
Publisher: Excel Books India
ISBN: 9788174467096
Category : Management
Languages : en
Pages : 332
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Book Description
Author:
Publisher:
ISBN:
Category : Database management
Languages : en
Pages : 136
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Book Description
Author: Philip Kitchen
Publisher: Routledge
ISBN: 1134380844
Category : Business & Economics
Languages : en
Pages : 208
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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: Mehdi Khosrow-Pour
Publisher: IGI Global Snippet
ISBN: 9781605660264
Category : Computers
Languages : en
Pages : 4292
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Book Description
"This set of books represents a detailed compendium of authoritative, research-based entries that define the contemporary state of knowledge on technology"--Provided by publisher.
