Overview of Integrated Marketing Communications: A Strategic Approach to IMC Book

Integrated Marketing Communications: A Strategic Approach to IMC is a textbook written for advanced students (both undergraduate and graduate students) majoring in marketing, marketing communications, and advertising. This book helps students understand the art and science of strategic decisions in marketing communications by showing students how to make strategic marketing communications decisions using a systems approach. The system approach guides decision-making in a hierarchy: corporate, marketing, and marketing communications. Within each hierarchical level the decision-maker selects a strategy that is implemented by setting measurable objectives, developing tactics, and allocating resources. These decisions, in turn are managed by two processes: analysis/planning and monitoring/control. In this text, authors Joe Sirgy and Don Rahtz address societal issues and provide great detail about the various elements of the marketing communications mix, including advertising, sales promotion, reseller support, public relations, direct marketing, and word-of-mouth communications. Students are also provided with reader-friendly case studies and illustrations to bring many of the technical concepts to life.

• Book Type :

Business,Strategy&Management

• Book Binding :

Paperback

• Language :

English

• Number of Pages :

362 pages

• ISBN - 10 :

8131506541

• Integrated Marketing Communications: A Strategic Approach to IMC Published On :

2009

• Resource:

Students and Professionals:Business&Economics, Business,Strategy&Management

Disclaimer:

• Integrated Marketing Communications: A Strategic Approach to IMC Book is not for reading online or for free download in PDF or eBook format.
• Table of Contents,Index,Syllabus,summary and image of Integrated Marketing Communications: A Strategic Approach to IMC book may be of a different edition or of the same title.
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