Integrated marketing communications / 
Edwina Luck, Nigel Barker, Anne-Marie Sassenberg, Bill Chitty, J. Craig Andrews, Terence A. Shimp, authors. 
 - 6E [6th edition]. Asia-Pacific edition 
 - xix, 454 pages :    color illustrations;   28 cm. 
<br/><br/> Includes index. 
<br/><br/>Part 1: Integrated marketing communications - an ever- changing conceptual framework1. Integrated marketing communications foundations and the rise of digital2. Persuasive communication and consumer attitudes3. Market segmentation and brand positioning Part 2: Managing and planning for integrated marketing communications4. Establishing objectives and budgeting for IMC campaigns5. Managing message creation and strategies6. Media planning and analysis Part 3: Media channels and IMC elements7. Broadcast media8. Print and support media9. Digital marketing, behavioural targeting & search10. Social Media marketing11. Direct marketing and Sales promotion12. Personal selling and relationship marketing13. Marketing public relations and sponsorship marketing Part 4: Evaluating integrated marketing communications14. Evaluating integrated marketing communication effectiveness Appendix to Chapter 14: IMC Plan 
<br/><br/> Organizations use integrated marketing communications to help achieve a competitive advantage and meet their marketing objectives. This 6th edition of Integrated Marketing Communications emphasizes digital and interactive marketing, the most dynamic and crucial components to a successful IMC campaign today. Incorporating the most up-to-date theories and practice, this text clearly explains and demonstrates how to best select and coordinate all of a brand's marketing communications elements to effectively engage the target market. Conceptual framework models demonstrate the integration of theory and practice to help students to better understand the whole IMC process and concept connections. Chapters adopt an integrative approach to examine marketing communications from both a consumer's and marketer's perspective. Premium online teaching and learning tools are available on the MindTap platform.-publisher's description 
<br/><br/> College of Business and Accountancy  Bachelor of Science in Business Administration Major in Marketing Management 
<br/><br/><br/>In English 
<br/><br/><label>ISBN: </label>9780170443005 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Communication in marketing. <br/>Marketing.<br/> Sales promotion.
<br/><br/><label>Dewey Class. No.: </label>658.802 In81  / 2021