Integrated Marketing Communications: Strategic Planning Perspectives, 5th edition

Published by Pearson Canada (1 January 2017) © 2018

  • Keith Tuckwell St. Lawrence College

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$71.99
ISBN-13: 9780134594163
Integrated Marketing Communications: Strategic Planning Perspectives
Published 2017

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Title overview

Integrated Marketing Communications presents essential elements of integrated marketing communications in a clear, concise, and informative manner. The book is written in a straightforward, easy-to-understand manner and is full of examples and illustrations that students will quickly identify with.

Table of contents

  1. Integrated Marketing Communications: An Overview
  2. Strategic Planning Principles
  3. Branding Strategy
  4. Advertising Planning: Creative
  5. Advertising Planning: Traditional Media
  6. Planning for Direct Response Communications
  7. Planning for Online and Interactive Communications
  8. Sales Promotion
  9. Public Relations
  10. Experiential Marketing, Events, and Sponsorships
  11. Personal Selling
  12. Evaluating Marketing Communications Programs
  • Appendix 1 Media Buying Principles and Media Information Resources
  • Appendix 2 Integrated Marketing Communications Plan: Mr. Sub

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