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Principles of integrated marketing communications / Lawrence Ang.

By: Material type: TextTextPublisher: Port Melbourne, VIC : Cambridge University Press, 2014Description: xii, 401 pages : illustrations ; 26 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 1107649188
  • 9781107649187
Subject(s): Additional physical formats: No titleDDC classification:
  • 658.802 23
LOC classification:
  • HF5415.123 .A54 2014
Contents:
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.
Summary: 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.
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Holdings
Item type Current library Call number Copy number Status Date due Barcode
Book City Campus City Campus Main Collection 658.802 ANG (Browse shelf(Opens below)) 1 Available A548677B
Book City Campus City Campus Main Collection 658.802 ANG (Browse shelf(Opens below)) 1 Available A558377B
Book City Campus City Campus Main Collection 658.802 ANG (Browse shelf(Opens below)) 1 Available A558374B
Book City Campus City Campus Main Collection 658.802 ANG (Browse shelf(Opens below)) 1 Available A558381B
SL Book South Campus South Campus Short Loan 2Hr 658.802 ANG (Browse shelf(Opens below)) 1 Available A558369B
SL Book South Campus South Campus Short Loan 2Hr 658.802 ANG (Browse shelf(Opens below)) 1 Available A558370B

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.

Machine converted from AACR2 source record.

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