Integrated marketing communications. / MKTG 3033: Fall 2014 Charles M. Wood - London, Ontario: Ivey Business School, 2014. - v, 449 p.: ill.;
Includes glossary.
Contents: An introduction to Integrated marketing communications -- Brands and brand relationships -- Establishing objectives and budgeting for the promotional program -- Measurement, evaluation and effectiveness -- Creative strategy: planning and development: principles of two-dimensional design -- Media planning and strategy -- Direct marketing -- The internet and interactive media -- Online advertising/search engine marketing -- Social media marketing -- Web analytics -- Sales promotion -- Evaluating the social, ethical and economic aspects of advertising and promotion --
9781308255521
Marketing Communication in marketing Marketing channels Sales promotion
HF5415.123.W87