Integrated marketing communications /
Ouwersloot, Hans.
Integrated marketing communications / - European ed. - London : McGraw-Hill, c2008. - xviii, 523 pages : Illustrations ;
Includes index.
Marketing communication builds brands -- Brands and brand relationships -- Touch points: brand communication at work -- Consumer response -- IMC planning -- Creative message strategies -- Message execution -- Media characteristics -- The Internet and interactivity -- Media planning -- Building the brand: product placements, events, sponsorships and packaging -- Publicity and public relations -- Sales promotion -- Personal selling -- Direct marketing and customer service: the dialogue builder -- Social, ethical and legal issues -- International marketing communication -- Measurement, evaluation and effectiveness.
9780077111205 0077111206
Communication in marketing.
Marketing.
HF 5415.123 / OUW
Integrated marketing communications / - European ed. - London : McGraw-Hill, c2008. - xviii, 523 pages : Illustrations ;
Includes index.
Marketing communication builds brands -- Brands and brand relationships -- Touch points: brand communication at work -- Consumer response -- IMC planning -- Creative message strategies -- Message execution -- Media characteristics -- The Internet and interactivity -- Media planning -- Building the brand: product placements, events, sponsorships and packaging -- Publicity and public relations -- Sales promotion -- Personal selling -- Direct marketing and customer service: the dialogue builder -- Social, ethical and legal issues -- International marketing communication -- Measurement, evaluation and effectiveness.
9780077111205 0077111206
Communication in marketing.
Marketing.
HF 5415.123 / OUW