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Author: Kwang-Yong Shin
Publisher: Springer Science & Business Media
ISBN: 3642380913
Category : Business & Economics
Languages : en
Pages : 150
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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
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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
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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: Elias G. Carayannis
Publisher: Springer Science & Business Media
ISBN: 1461420628
Category : Business & Economics
Languages : en
Pages : 70
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Book Description
Developed and developing economies alike face increased resource scarcity and competitive rivalry. In this context, science and technology appear as an essential source of competitive and sustainable advantage at national and regional levels. However, the key determinant of their efficacy is the quality and quantity of entrepreneurship-enabled innovation that unlocks and captures the benefits of the science enterprise in the form of private, public or hybrid goods. Linking basic and applied research with the market, via technology transfer and commercialization mechanisms, including government-university-industry partnerships and capital investments, constitutes the essential trigger mechanism and driving force of sustainable competitive advantage and prosperity. In this volume, the authors define the terms and principles of knowledge creation, diffusion, and use, and establish a theoretical framework for their study. In particular, they focus on the “Quadruple Helix” model, through which government, academia, industry, and civil society are seen as key actors promoting a democratic approach to innovation through which strategy development and decision making are exposed to feedback from key stakeholders, resulting in socially accountable policies and practices.
Author: Shaz Smilansky
Publisher: Kogan Page Publishers
ISBN: 0749456078
Category : Business & Economics
Languages : en
Pages : 272
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Book Description
Consumers are constantly inundated with repetitive traditional advertising messages, bombarding their lives, interrupting their TV shows and generally getting in the way. The consumer does not feel any real emotional connection with these brands, and if they do buy, it is simply because the brand that shouted the loudest got their attention. This outdated approach to marketing communications is dying, and fast. Brands are realising that to secure the lifetime value of their customers by gaining true customer loyalty, they must give something back. The relationships between brands and their target audiences are being revolutionized. Experiential Marketing looks at the new experiential marketing era, which focuses on giving target audiences a fabulous brand-relevant customer experience that adds value to their lives. Experiential marketing is made up of live brand experiences - two way communications between consumers and brands, which are designed to bring brand personalities to life. This book demonstrates how experiential marketing fits in with the current marketing climate, and how to go about planning, activating and evaluating it for best results. This is essential reading for both advertising and marketing practitioners, and marketing students.
Author: John Burnett
Publisher: State University of New York Oer Services
ISBN: 9781641760119
Category : Business & Economics
Languages : en
Pages : 294
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Book Description
"Integrated Marketing" boxes illustrate how companies apply principles.
Author: John J. Burnett
Publisher: Wiley
ISBN: 9780471469483
Category : Business & Economics
Languages : en
Pages : 0
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Book Description
Core Concepts of Marketing is a brief, paperback introduction to marketing principles that leads students to the marketing strategies and tools that practitioners use to market their products. It emphasizes how the various marketing areas work together to create a cohesive strategy.
Author: Esther Thorson
Publisher: Psychology Press
ISBN: 1134780222
Category : Business & Economics
Languages : en
Pages : 397
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Book Description
Building brands through integrated marketing is an approach being used by all top-level marketing strategists. The result of a series of papers presented at the eleventh annual Advertising and Consumer Psychology Conference held in Chicago, this volume brings together researchers and professionals whose efforts focus on integrating the various persuasive tools of marketing. It goes beyond case studies of the use of integrated marketing to look at how integrated communication actually works on achieving optimal effects on the various audiences for products.
Author: John J. Burnett
Publisher: John Wiley & Sons
ISBN: 047179189X
Category : Business & Economics
Languages : en
Pages : 340
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Book Description
From a leader in nonprofit marketing, a hands-on guide to the best practices in doing marketing for your organization. In today's challenging economic climate, every nonprofit organization needs an organization-wide commitment to a comprehensive marketing strategy that increases awareness and support. Nonprofit Marketing Best Practices teaches proven marketing techniques that can help your nonprofit stand out among the growing number of organization competing for funding, programs, and volunteers. Introducing services marketing as the foundation for nonprofit marketing planning, this essential handbook addresses vital issues including: * How to market intangibles * Defining services and service products * The unique characteristics of service products * The marketing-related needs and wants of nonprofits * Best practices marketing strategies and tactics * Marketing successes, marketing failures, and company demographics Nonprofit leader John Burnett shares everything he's learned during more than three decades managing and consulting nonprofits of every shape and size. Steering clear of business school jargon, Nonprofit Marketing Best Practices provides the advice and tools you need to understand the challenging environment of nonprofit marketing and the most effective ways to achieve maximum marketing success for your organization. Filled with winning marketing concepts, Nonprofit Marketing Best Practices follows an accessible format that actually instructs readers on how to put strategies into effect for their organization. Written for every nonprofit organization, large or small, this must-have book equips you with the best practices in nonprofit marketing-what to do, what not to do, and how to do it better.
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.
