Integrated marketing communications :a primer
- 作者: Kitchen, Philip J.
- 其他作者: Pelsmacker, Patrick de,
- 出版: London : Routledge 2004.
- 稽核項: 1 online resource (1 volume) :illustrations.
- 標題: Green Business. , BUSINESS & ECONOMICS Green Business. , Communication in marketing. , Electronic books. , Communication en marketing. , BUSINESS & ECONOMICS
- ISBN: 1134380836 , 9781134380831
- ISBN: 0415314208 , 0415314216 , 9780415314206
- 試查全文@TNUA:
- 附註: Includes bibliographical references and index. Scene setting : theory and practice -- Integrated marketing communications -- Advertising -- Sales promotion -- Direct marketing -- Marketing public relations -- Sponsorship -- E-communications -- Relationship marketing.
- 摘要: 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.
- 電子資源: https://dbs.tnua.edu.tw/login?url=https://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&AN=115086
- 系統號: 005310659
- 資料類型: 電子書
- 讀者標籤: 需登入
- 引用網址: 複製連結
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.
來源: Google Book
來源: Google Book
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