Integrated Marketing Communications

by Keith J. Tuckwell

Pearson Education | March 31, 2010 | Trade Paperback

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Providing students with the vital information they need to create, implement, and evaluate an integrated marketing communications plan.

Marketing communications is changing rapidly with the impact of new technologies, new strategies and changing consumer media habits.  The third edition of this text has updated and revised examples and content that includes the cutting-edge topics in the industry.  Readability continues to be a core strength of this textbook with its straightforward and easy-to-understand style.

Format: Trade Paperback

Dimensions: 464 Pages, 7.87 × 10.63 × 0.39 in

Published: March 31, 2010

Publisher: Pearson Education

Language: English

The following ISBNs are associated with this title:

ISBN - 10: 0137140746

ISBN - 13: 9780137140749

Found in: Marketing and Sales

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Integrated Marketing Communications

Integrated Marketing Communications

by Keith J. Tuckwell

Format: Trade Paperback

Dimensions: 464 Pages, 7.87 × 10.63 × 0.39 in

Published: March 31, 2010

Publisher: Pearson Education

Language: English

The following ISBNs are associated with this title:

ISBN - 10: 0137140746

ISBN - 13: 9780137140749

Table of Contents

Preface

PART I

Understanding Integrated Marketing Communications

Chapter 1

Integrated Marketing Communications: An Overview

Chapter 2

Strategic Planning Principles

Chapter 3

Branding Strategy

Part II

Planning for Integrated Media

Chapter 4

Advertising Planning: Creative

Chapter 5

Advertising Planning: Traditional Media

Chapter 6

Planning for Direct Response Communications

Chapter 7

Planning for Online and Interactive Communications

Part III

Planning for Integrated Marketing

Chapter 8

Sales Promotion

Chapter 9

Public Relations

Chapter 10

Experiential Marketing, Events, and Sponsorships

Chapter 11

Personal Selling

Part IV

Measuring Plan Performance

Chapter 12

Evaluating Marketing Communications Programs

Appendix 1

Media Buying Principles and Media Information Resources

Appendix 2

Integrated Marketing Communications Plan: Mr. Sub

Glossary

Index

From the Publisher

Providing students with the vital information they need to create, implement, and evaluate an integrated marketing communications plan.

Marketing communications is changing rapidly with the impact of new technologies, new strategies and changing consumer media habits.  The third edition of this text has updated and revised examples and content that includes the cutting-edge topics in the industry.  Readability continues to be a core strength of this textbook with its straightforward and easy-to-understand style.

From the Jacket

Providing students with the vital information they need to create, implement, and evaluate an integrated marketing communications plan.

Marketing communications is changing rapidly with the impact of new technologies, new strategies and changing consumer media habits.  The third edition of this text has updated and revised examples and content that includes the cutting-edge topics in the industry.  Readability continues to be a core strength of this textbook with its straightforward and easy-to-understand style.

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