Syndetics cover image
Image from Syndetics

Introduction to marketing communication : an integrated approach / John Burnett, Sandra Moriarty.

By: Burnett, JohnContributor(s): Moriarty, Sandra E. (Sandra Ernst)Material type: TextTextPublication details: Upper Saddle River, N.J. ; London : Prentice-Hall : Prentice-Hall International, 1998. ISBN: 0132690853Subject(s): Communication in marketing | Advertising campaignsDDC classification: 658.8
Contents:
Pt. I. Understanding IMC. 1. Marketing Communication. 2. The Marketing Mix and IMC. 3. Organizing for Integrated Marketing Communications. 4. Marketing Communication Strategy and Planning -- Pt. II. The IMC Situation. 5. The Sociocultural Environment. 6. Decision Making in the New Marketplace. 7. The Legal, Ethical, and Global Environment. 8. The Marketing Communication Process -- Pt. III. The Tools of IMC. 9. Advertising. 10. Sales Promotion. 11. Public Relations. 12. Communicating Through Direct Marketing. 13. Personal Selling. 13. Marketing Communication that Crosses the Lines -- Pt. IV. Media of IMC. 15. IMC Media. 16. Developing the Media Plan -- Pt. V. Putting IMC Together. 17. Developing the IMC Appropriation. 18. Measuring IMC Performance. 19. Campaign Planning.
Holdings
Item type Home library Call number Status Date due Barcode Item holds
Two Week Loan Two Week Loan de Havilland Learning Resources Centre
Main Shelves 		658.8 BUR (Browse shelf(Opens below)) Available 4404178224
Total holds: 0

Enhanced descriptions from Syndetics:

Includes index.

Pt. I. Understanding IMC. 1. Marketing Communication. 2. The Marketing Mix and IMC. 3. Organizing for Integrated Marketing Communications. 4. Marketing Communication Strategy and Planning -- Pt. II. The IMC Situation. 5. The Sociocultural Environment. 6. Decision Making in the New Marketplace. 7. The Legal, Ethical, and Global Environment. 8. The Marketing Communication Process -- Pt. III. The Tools of IMC. 9. Advertising. 10. Sales Promotion. 11. Public Relations. 12. Communicating Through Direct Marketing. 13. Personal Selling. 13. Marketing Communication that Crosses the Lines -- Pt. IV. Media of IMC. 15. IMC Media. 16. Developing the Media Plan -- Pt. V. Putting IMC Together. 17. Developing the IMC Appropriation. 18. Measuring IMC Performance. 19. Campaign Planning.

Powered by Koha