كتاب إلكتروني
Integrated Marketing Communication : Creative Strategy From Idea to Implementation
| العنوان: | Integrated Marketing Communication : Creative Strategy From Idea to Implementation |
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| الوصف: | Now in its fourth edition, this comprehensive text offers a classroom-tested, step-by-step approach to the creative processes and strategies for effective integrated marketing communication (IMC). Robyn Blakeman covers key areas, from marketing plans, branding/positioning, and creative briefs to copywriting, design, and considerations for each major media format. Throughout, the book explores visual and verbal tactics, along with the use of business theory and practices and how these affect the development of the creative message. This user-friendly introduction walks students through the varied strands of IMC, including advertising, PR, direct marketing, and sales promotion, in a concise and logical fashion.The fourth edition features Twelve new case studiesIncreased discussion of digital and social media opportunitiesContent boxes comparing new and traditional mediaEnd of chapter discussion questionsComprehensive glossary of termsStudent and instructor ancillaries available at http://textbooks.rowman.com/blakeman4e. |
| المؤلفون: | Robyn Blakeman |
| نوع المادة: | eBook. |
| الموضوعات: | Communication in marketing |
| تصنيفات: | BUSINESS & ECONOMICS / Marketing / General, BUSINESS & ECONOMICS / Advertising & Promotion, LANGUAGE ARTS & DISCIPLINES / Communication Studies |
| قاعدة البيانات: | eBook Index |
| ردمك: | 9781538176320 9781538176337 9781538176344 |
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