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Integrated marketing communications /

By: Contributor(s): Material type: TextTextPublication details: London : McGraw-Hill, c2008.Edition: European edDescription: xviii, 523 pages : IllustrationsISBN:
  • 9780077111205
  • 0077111206
Subject(s): LOC classification:
  • HF 5415.123 OUW
Contents:
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.
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Holdings
Item type Current library Call number Status Date due Barcode
Book Kumasi Campus General Stack HF 5415.123 OUW (Browse shelf(Opens below)) Available 59889

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.

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