Integrated Marketing communications
Material type:
TextPublication details: New Delhi Oxford University Press 2016 Description: xix, 499 pISBN: 9780199464852Subject(s): Marketing communicationDDC classification: 658.802 Summary: Description
Integrated Marketing Communications is a concise textbook designed to meet the needs of postgraduate management students specializing in marketing. With numerous industry examples, exhibits, and case studies, the book captures all aspects of marketing communications for readers to understand the processes and usage of effective communication.
The book begins with an introduction to the concept of integrated marketing communications and the conducive environment for it. The book then goes on to discuss the marketing communication tools, such as advertising, sales promotion, direct marketing, personal selling, publicity and public relations, and the need for an IMC approach. The impact of new media is also covered with special focus on online advertising and mobile marketing. Important strategic aspects such as corporate image management, brand building, and integration of global marketing communication along with the ethical and social perspectives have been discussed at length too.
Besides management students, practitioners will also find this book very useful for its practice-oriented approach.
| Item type | Current library | Collection | Call number | Copy number | Status | Date due | Barcode |
|---|---|---|---|---|---|---|---|
Book
|
Indian Institute of Management LRC General Stacks | Marketing | 658.802 DUT (Browse shelf(Opens below)) | 1 | Available | 000420 |
Table of contents
PART I INTRODUCTION TO IMC
Introduction to IMC
IMC Process
PART II UNDERSTANDING THE ENVIRONMENT
Political and Regulatory Environment
Sociocultural Environment
Understanding the Advertising and Promotion World
Understanding the Consumers
PART III PROMOTION TOOL—ADVERTISING
Advertising Management
Advertising Strategy
Advertising Agency
Point of Purchase Advertising
PART IV PROMOTION TOOL—SALES PROMOTION
Sales Promotion Management
Trade-oriented Sales Promotion
Customer-oriented Sales Promotion
PART V PROMOTION TOOL—DIRECT MARKETING
Direct Marketing Management
Database Marketing
PART VI PROMOTION TOOL—PERSONAL SELLING
Personal Selling Management
Hiring and Motivating the Sales Force
PART VII PROMOTION TOOL—PUBLICITY AND PUBLIC RELATIONS
Public Relations Management
Event and Sponsorship Management
PART VIII NEW MEDIA
Communication via New Media
Mobile Marketing Communication
PART IX MARKETING COMMUNICATION AND STRATEGY
Corporate Image Management and Brand Building
Integrating Global Marketing Communication
Monitoring and Evaluation
Ethical and Social Perspectives
Description
Integrated Marketing Communications is a concise textbook designed to meet the needs of postgraduate management students specializing in marketing. With numerous industry examples, exhibits, and case studies, the book captures all aspects of marketing communications for readers to understand the processes and usage of effective communication.
The book begins with an introduction to the concept of integrated marketing communications and the conducive environment for it. The book then goes on to discuss the marketing communication tools, such as advertising, sales promotion, direct marketing, personal selling, publicity and public relations, and the need for an IMC approach. The impact of new media is also covered with special focus on online advertising and mobile marketing. Important strategic aspects such as corporate image management, brand building, and integration of global marketing communication along with the ethical and social perspectives have been discussed at length too.
Besides management students, practitioners will also find this book very useful for its practice-oriented approach.
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