Integrated Marketing Communications by Keith J. TuckwellIntegrated Marketing Communications by Keith J. Tuckwell

Integrated Marketing Communications

byKeith J. Tuckwell

Paperback | November 1, 2013

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Integrated Marketing Communications presents essential elements of integrated marketing communications in a clear, concise, and informative manner. The book is written in a straightforward, easy-to-understand manner and is full of examples and illustrations that students will quickly identify with.
Title:Integrated Marketing CommunicationsFormat:PaperbackDimensions:480 pages, 10.9 × 8.25 × 0.65 inPublished:November 1, 2013Publisher:Pearson EducationLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0133157873

ISBN - 13:9780133157871

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Table of Contents



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