Refer a Friend |
Item succesfully added to cart
by George Belch,Keyoor Purani,Michael Belch
Publisher: Tata McGraw-Hill Education Pvt. Ltd
Price (INR):Rs 745.00
Price (USD): $ 18.62
As the first definitive text to reflect the shift from the conventional methods of advertising to the more widely recognized approach of implementing an integrated marketing communications (IMC) strategy, this new special Indian edition of Advertising and Promotion continues to provide the most comprehensive and current knowledge for teaching the subject from an IMC Perspective. Built around an integrated marketing communications planning model, it recognizes the importance of coordinating all elements of the promotional mix to develop and implement an effective communications program.
Table of Contents:
Part One Introduction to Integrated Marketing Communications
Chapter One: An Introduction to Integrated Marketing Communications
Chapter Two: The Role of IMC in the Marketing Process
Part Two Integrated Marketing Program Situation Analysis
Chapter Three: Organizing for Advertising and Promotion: The Role of Ad Agencies and Other Marketing Communication Organizations
Chapter Four: Perspectives on Consumer Behavior
Part Three: Analyzing the Communication Process
Chapter Five: The Communication Process
Chapter Six: Source, Message, and Channel Factors
Part Four: Objectives and Budgeting for Integrated Marketing Communications Programs
Chapter Seven: Establishing Objectives and Budgeting for the Promotional Program
Part Five: Developing the Integrated Marketing Communications Program
Chapter Eight: Creative Strategy: Planning and Development
Chapter Nine: Creative Strategy: Implementation and Evaluation
Chapter Ten: Media Planning and Strategy
Chapter Eleven: Evaluation of Media: Television and Radio
Chapter Twelve: Evaluation of Print Media
Chapter Thirteen: Support Media
Chapter Fourteen: Direct Marketing
Chapter Fifteen: The Internet and Interactive Media
Chapter Sixteen: Sales Promotion
Chapter Seventeen: Public Relations, Publicity, and Corporate Advertising
Part Six Monitoring, Evaluation, and Control
Chapter Eighteen: Measuring the Effectiveness of the Promotional Program
Chapter Nineteen: International Advertising and Promotion
Chapter Twenty: Regulation of Advertising and Promotion
Chapter Twenty-One: Evaluating the Social, Ethical, and Economic Aspects of Advertising and Promotion
Chapter Twenty-Two (Web): Personal Selling (online)
by M.C. Shukla,S. C. Gu...
By M.C. Shukla,S. C. Gu...
by Clyde Bedell
By Clyde Bedell
by Reji Ismail
By Reji Ismail
by Ranjit Singh
By Ranjit Singh
by Shubhra Mangal,S.K. ...
By Shubhra Mangal,S.K. ...
by Simon Timms,James Ch...
By Simon Timms,James Ch...
by Dhruba Charan Dash
By Dhruba Charan Dash
by Marco Russo,Alberto ...
By Marco Russo,Alberto ...
by E.H. McGrath,S.J.
By E.H. McGrath,S.J.
by Seth Allcorn
By Seth Allcorn
by Patria de Lancer Jul...
By Patria de Lancer Jul...
by Amitai Etzioni
By Amitai Etzioni
Don't have an account? REGISTER NOW
Please enter your Email Address to retrieve password
© 2008-2019 BookVistas.com - All rights reserved | Designed by K.K.Soft