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Integrated Advertising, Promotion and Marketing Communications, Global Edition

Integrated Advertising, Promotion and Marketing Communications, Global Edition
Product Code:
183
Model:
9781292222691
Brand:
Pearson
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Highlights:
  • For advertising courses.
  • Integrated advertising and marketing communications taught through real-life application.
  • New opening vignettes and cases. 
  • Increased emphasis on social media.
  • End-of-Chapter Cases.
  • Significant new advertisements.
  • Critical-thinking exercises and discussion questions.
  • Creative Corner exercises.
  • Digital media chapter.
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Product Information

Size (length*width*height): 32cm x 23cm x 6cm

What's in the box:

Integrated Advertising, Promotion and Marketing Communications, Global Edition textbook x1

Description

Integrated Advertising, Promotion, and Marketing Communications speaks to an evolved definition of integrated marketing and teaches students how to effectively communicate in the business world. It champions the importance of integrating all marketing communications and helps students understand how communications are produced and transmitted. This text covers advertising and promotions, the role of social media, blogs, mobile messaging, and other marketing tactics. To help students retain ideas, each chapter includes tools that allow students to apply concepts to real-­life situations. The 8th Edition includes extensive analysis of social media, Internet blogs, and mobile helping students understand the vital links marketers use to connect with consumers.

 

Table of Contents

Part I: The IMC Foundation
1. Integrated Marketing Communications
2. Brand Management
3. Buyer Behaviors
4. The IMC Planning Process

Part II: IMC Advertising Tools
5. Advertising Campaign Management
6. Advertising Design
7. Traditional Media Channels

Part III: Digital and Alternative Marketing
8. Digital Marketing
9. Social Media
10. Alternative Marketing

Part IV: IMC Promotional Tools
11. Database and Direct Response Marketing and Personal Selling
12. Sales Promotions
13. Public Relations and Sponsorship Programs

Part V: IMC Ethics, Regulation, and Evaluation
14. Relations and Ethical Concerns
15. Evaluating an Integrated Marketing Program   

Integrated Advertising, Promotion and Marketing Communications, Global Edition
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