Principles of integrated marketing communications /
Ang, Lawrence,
Principles of integrated marketing communications / Lawrence Ang. - xii, 401 pages : illustrations ; 26 cm
Includes bibliographical references and index.
1. Defining integrated marketing communications -- 2. Generating consumer insights -- 3. Brand positioning -- 4. Media planning and budgeting in advertising -- 5. Traditional and digital media -- 6 Advertising creativity -- 7. Planning and executing the creative appeal -- 8. Social influence -- 9.Public relations, corporate reputation and sponsorship -- 10. Influence in personal selling -- 11. Direct marketing and sales promotion -- 12. Advertising testing and campaign tracking -- 13. An integrative review.
Principles of Integrated Marketing Communications: A Focus on New Technologies and Advanced Theories explains the principles and practice of implementing an effective marketing strategy using a variety of channels and techniques, such as brand equity, advertising and personal selling. Lawrence Ang is at Macquarie University, Australia.
1107649188 9781107649187
Communication in marketing.
Marketing--Technological innovations
HF5415.123 / .A54 2014
658.802
Principles of integrated marketing communications / Lawrence Ang. - xii, 401 pages : illustrations ; 26 cm
Includes bibliographical references and index.
1. Defining integrated marketing communications -- 2. Generating consumer insights -- 3. Brand positioning -- 4. Media planning and budgeting in advertising -- 5. Traditional and digital media -- 6 Advertising creativity -- 7. Planning and executing the creative appeal -- 8. Social influence -- 9.Public relations, corporate reputation and sponsorship -- 10. Influence in personal selling -- 11. Direct marketing and sales promotion -- 12. Advertising testing and campaign tracking -- 13. An integrative review.
Principles of Integrated Marketing Communications: A Focus on New Technologies and Advanced Theories explains the principles and practice of implementing an effective marketing strategy using a variety of channels and techniques, such as brand equity, advertising and personal selling. Lawrence Ang is at Macquarie University, Australia.
1107649188 9781107649187
Communication in marketing.
Marketing--Technological innovations
HF5415.123 / .A54 2014
658.802