Integrated Marketing Communication
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Integrated Marketing Communications
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Author : Philip J. Kitchen
language : en
Publisher: Springer Nature
Release Date : 2022-01-03
Integrated Marketing Communications written by Philip J. Kitchen and has been published by Springer Nature this book supported file pdf, txt, epub, kindle and other format this book has been release on 2022-01-03 with Business & Economics categories.
Integrated Marketing Communications: A Global Brand-Driven Approach, 2nd edition presents an integrated and global framework to marketing communications, delivered in a highly readable, cohesive and succinct manner. Co-written by the internationally acclaimed leading experts in the field, Philip Kitchen & Marwa Tourky, this core text explores the best ways to communicate effectively both in the present and in the future. Taking a rigorous approach, the textbook provides a critical overview to the modern communications issues found in industry and society today. It offers a concise, stimulating approach in its coverage of IMC and combines insightful knowledge of trends in the global marketplace, consumer and stakeholder issues with wider adoption of a consumer-driven perspective, as well as a roadmap through the bewildering maze of marketing communications. Comprehensively updated and revised throughout to take into account recent industry developments, this new edition also offers a plan for brand building post-pandemic. This textbook is ideal for upper-level undergraduates and post-graduate students who would benefit from insightful knowledge of key trends and sharp insights into the important theories and considerations around marketing communications and IMC.
Integrated Marketing Communications With Online Study Tools 12 Months
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Author : Bill Chitty
language : en
Publisher: Cengage AU
Release Date : 2017-11-16
Integrated Marketing Communications With Online Study Tools 12 Months written by Bill Chitty and has been published by Cengage AU this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-11-16 with Business & Economics categories.
Organisations continually use integrated marketing communications to achieve a competitive advantage and meet their marketing objectives. This 5th edition of Integrated Marketing Communications emphasises 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 co-ordinate all of a brand's marketing communications elements to effectively engage the target market. Chapters adopt an integrative approach to examine marketing communications from both a consumer's and marketer's perspective. With a new chapter on digital and social marketing addressing the development of interactive media in IMC and new IMC profiles featuring Australian marketer's, along with a wide range of local and global examples including: Spotify, Pandora, Snapchat, Palace Cinemas, Woolworths, KFC, Old Spice, Telstra, Colgate and QANTAS, this text has never been so relevant for students studying IMC today. Unique to the text, is a series of new student and instructor IMC videos showing students how key objectives in IMC theory are applied by real businesses.
Introduction To Integrated Marketing Communications
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Author : Ludi Koekemoer
language : en
Publisher: Juta and Company Ltd
Release Date : 2010-10-30
Introduction To Integrated Marketing Communications written by Ludi Koekemoer and has been published by Juta and Company Ltd this book supported file pdf, txt, epub, kindle and other format this book has been release on 2010-10-30 with Business & Economics categories.
Introduction to Marketing Communications looks at the variety of marketing communication tools used by advertising agencies today in pursuing brand success. In the current economic crisis and with rapidly advancing, ever-changing technological communication channels available, traditional above-the line advertising alone will not provide and improve results. Therefore, this introduction to IMC also considers and discusses New Technologies and opportunities provided by the World Wide Web, mobile media and social networking. With comprehensive Learning Outcomes, Key Learning Points and Self Assessment features for each chapter Introduction to Integrated Marketing Communications is an indispensable resource for marketing students and practitioners.
Integrated Marketing Communications In Advertising And Promotion
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Author : Terence A. Shimp
language : en
Publisher: Thomson South-Western
Release Date : 2013
Integrated Marketing Communications In Advertising And Promotion written by Terence A. Shimp and has been published by Thomson South-Western this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013 with Advertising categories.
Market-leading INTEGRATED MARKETING COMMUNICATION IN ADVERTISING AND PROMOTION, 9E International Edition discusses all aspects of marketing communications, from time-honored methods to the newest developments in the field. Delivering the fundamentals you need, the text focuses on advertising and promotion, including planning, branding, media buying, sales, public relations, and much more. Emerging topics get special attention in this edition, such as the enormous popularity of social media outlets, online and digital practices, viral communications, and personal selling, along with all of their effects on traditional marketing. Revised to make INTEGRATED MARKETING COMMUNICATION IN ADVERTISING AND PROMOTION, 9E International Edition the most current I.M.C. book on the market, chapters address must-know changes to environmental, regulatory, and ethical issues, as well as Marcom insights, place-based applications, privacy, global marketing, and of course, memorable advertising campaigns.
Strategic Integrated Marketing Communications
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Author : Larry Percy
language : en
Publisher: Taylor & Francis
Release Date : 2023-03-03
Strategic Integrated Marketing Communications written by Larry Percy and has been published by Taylor & Francis this book supported file pdf, txt, epub, kindle and other format this book has been release on 2023-03-03 with Business & Economics categories.
This book provides a disciplined, systematic look at what is necessary to the planning and implementation of an effective Integrated Marketing Communications (IMC) programme. Throughout, attention is paid to balancing theory with practical application, how to successfully implement theory for effective communication. Step-by-step, knowledge and understanding builds through the book, starting by laying a foundation to provide context, looking at the role of IMC in building brands and strengthening companies. The book then considers what goes into developing and executing effective messages, and how to ensure that they are consistent and consistently delivered, regardless of media. A detailed, practical overview of the strategic planning process is provided, illustrated by numerous examples and cases, along with ‘desktop’ tools and worksheets for developing and implementing an IMC plan. The 4th edition of this classic textbook has been fully updated throughout, and includes: Updated and expanded coverage of digital media, including issues relating to privacy and media strategy New sections on setting campaign budgets, brand architecture, target audience action objectives, social marketing communication, and such practices as gamification and experiential marketing Extended content on international advertising and shared cultural values The introduction of a channels-based typology of marketing communication Updated international examples and case studies throughout. A comprehensive and accessible guide to the steps of planning and developing an effective IMC campaign, this book should be core reading for students studying Integrated Marketing Communications, Strategic Communications, Principles of Advertising, Media Planning and Brand Management.
Integrated Marketing Communication
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Author : Jerry Kliatchko
language : en
Publisher: Cambridge Scholars Publishing
Release Date : 2019-10-29
Integrated Marketing Communication written by Jerry Kliatchko and has been published by Cambridge Scholars Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019-10-29 with Social Science categories.
This volume represents a valuable resource for students, academics (teachers and researchers), and practitioners in the field of integrated marketing communication (IMC). It provides a foundation detailing the principles, tenets and practices of IMC, before presenting a step-by-step process of preparing and executing the process for any given brand.
The Evolution Of Integrated Marketing Communications
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Author : Don Schultz
language : en
Publisher: Routledge
Release Date : 2013-12-16
The Evolution Of Integrated Marketing Communications written by Don Schultz and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-12-16 with Business & Economics categories.
This book reviews, updates and enhances the basic concepts surrounding the academic theory and practice of Integrated Marketing Communication (IMC). Since the introduction of IMC in the late 1980s, the concept has spread around the world. In that expansion, many authors have written about IMC; practitioners have adopted and adapted the concept to fit their own market situations. Further, dramatic changes have occurred in the technologies used in marketing communications which consumers have accepted and employed in their consumption of marketers' messages and incentives. Thus, there have been dramatic changes in how IMC was initially envisioned and how it has developed over time. This book identifies and discusses these changes, how they have occurred and what they mean going forward for all types of marketers around the world. Thus, IMC, and indeed integration of communications at all organisational levels is an essential in the 21st century organisations. This book was published as a special issue of the Journal of Marketing Communications.
Strategic Integrated Marketing Communication
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Author : Larry Percy
language : en
Publisher: Routledge
Release Date : 2008
Strategic Integrated Marketing Communication written by Larry Percy and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2008 with Business & Economics categories.
Integrated Marketing Communications is planning in a systematic way to determine the most effective and consistent message for appropriate target audiences. This comprehensive new textbook deals with all aspects of Integrated Marketing Communication from a strategic perspective.
Strategic Integrated Marketing Communication
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Author : Vanessa Kemme
language : en
Publisher: GRIN Verlag
Release Date : 2018-05-18
Strategic Integrated Marketing Communication written by Vanessa Kemme and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018-05-18 with Business & Economics categories.
Research Paper (undergraduate) from the year 2017 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 1,3, International Business School Nürnberg, language: English, abstract: In every area of science, economy and industry communication is used to create a significant message and to build relationships between sender and receiver. Especially when it comes to the science of marketing, communication is used in various forms that are managed and channelled consistently by strategic integrated marketing communications (IMC). Primarily introduced in the 1980s as a marketing strategy, IMC today plays a major role in many organisations corporate strategy, including the German company Lufthansa. The following essay will outline this marketing strategy by its theory and will apply it to the strategy of Lufthansa in three parts. Thereby the first part will illustrate the theoretical background of IMC regarding to its role and concept and its relations to other areas of marketing and business management. These findings will primarily be based on secondary research of literature from Kotler, Percy and Fill which will be sustained by the work of other authors. The second part of the essay will enlarge this theory by the approach of the communication mix and will transmit it to the practise of the German company Lufthansa. As the company is constituted as the Lufthansa Group and various sub companies the author will concern the business segment of passenger transport that is carried out by Lufthansa Passenger Airlines, in the following named Lufthansa. This business segment will be analysed for its integrated marketing communication strategy “Nonstop you” as part of the “7 to 2-our way forward” marketing program of Lufthansa Group. This analysis of the current strategy will lead over to recommendation within the third part of the essay, by providing an additional concept that will be described by the SOSTAC model. Within six elements the author will illustrate a communication strategy for a new target group that creates a message and builds relationship between Lufthansa and the Generation Y.
Advertising
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Author : George Edward Belch
language : en
Publisher:
Release Date : 2014
Advertising written by George Edward Belch and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014 with Advertising categories.
Belch, Belch, Kerr and Powell provide the ideal student-centered introduction to the fast-changing field of integrated marketing communications. Technologies such as the convergence of the internet, mobile devices, and traditional channels are changing the way companies use marketing tools to communicate with their customers. The third edition of this market-leading text has been extensively revised to examine how cutting-edge developments are impacting the IMC program of marketers. All vignettes, cases and boxes showcasing specific examples of how companies and their communications agencies are using integrated marketing communications are new or updated. They provide engaging insights into the most current and popular campaigns being used by marketers and the key current trends and developments taking place in the advertising world. A wealth of online resources enable students to test their own knowledge of core concepts and apply the theory in practical exercises. With a pre-paid AdForum subscription students can stay completely up to date with latest and best examples of integrated marketing communications from industry.