Integrated Marketing Communications: Strategic Planning Perspectives, 5th edition

  • Keith Tuckwell

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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

Part I Understanding Integrated Marketing Communications

Chapter 1 Integrated Marketing Communications: An Overview

Chapter 2 Strategic Planning Principles

Chapter 3 Branding Strategy


Part II Planning for Integrated Media

Chapter 4 Advertising Planning: Creative

Chapter 5 Advertising Planning: Traditional Media

Chapter 6 Planning for Direct Response Communications

Chapter 7 Planning for Online and Interactive Communications


Part III Planning for Integrated Marketing

Chapter 8 Sales Promotion

Chapter 9 Public Relations

Chapter 10 Experiential Marketing, Events, and Sponsorships

Chapter 11 Personal Selling


Part IV Measuring Plan Performance

Chapter 12 Evaluating Marketing Communications Programs

Appendix 1 Media Buying Principles and Media Information Resources

Appendix 2 Integrated Marketing Communications Plan: Mr. Sub

Published by Pearson Canada (January 13th 2017) - Copyright © 2018