|
| Category |
ADVERTISING
COMMUNICATION IN MARKETING
|
|
| Abstract |
CONTENTS: MARKETING COMMUNICATIONS AS A STRATEGIC MARKETING TOOL -- INTRODUCING COMMUNICATION -- ETHICAL ISSUES AND CURRENT CHALLENGES -- ANALYSING THE INTEGRATED MARKETING COMMUNICATIONS ENVIRONMENT -- CREATIVITY AND CREATIVITY TACTICS -- THE IMC CLIENT/AGENCY RELATIONSHIP -- AND BRANDING -- TRADITIONAL MEDIA -- ELECTRONIC, NEW AND SOCIAL MEDIA -- EMERGING, HYBRID MEDIA AND EXPERIENTIAL MARKETING -- ADVERTISING -- INTEGRATED CAMPAIGN DEVELOPMENT : DIRECT AND DATABASE MARKETING, OUTDOOR AND POINT OF PURCHASE -- INTEGRATED CAMPAIGN DEVELOPMENT : MARKETING PR AND SPONSORSHIP -- INTEGRATED CAMPAIGN DEVELOPMENT : PERSONAL SELLING AND SALES MANAGEMENT, RETAIL KEY ACCOUNT LIAISON, EXHIBITIONS AND SHOWS -- EVALUATION AND CONTROL : EVIDENCE OF EFFECTIVENESS AND THE CHALLENGE OF MEASURING RETURN ON INVESTMENT.
|
| ISBN |
9780415507714
|
| Author(s) |
EAGLE, LYNNE
,
DAHL, STEPHAN
,
LLOYD, JENNY
,
CZARNECKA, BARBARA
|
| Credits |
|
| Edition |
1ST ED.
|
| Year |
2015
|
| Publisher |
ROUTLEDGE
|
| Type |
BOOK
|
| Keywords |
DIGITAL MARKETING
|
| Language |
English |
| Collation |
XIII, 427 P. : ILL. ; 25 CM.
|
|
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