Integrated marketing communications. / Charles M. Wood
Material type: TextPublisher: London, Ontario: Ivey Business School, 2014Description: v, 449 p.: illISBN: 9781308255521Other title: MKTG 3033: Fall 2014Subject(s): Marketing | Communication in marketing | Marketing channels | Sales promotionLOC classification: HF5415.123.W87Item type | Current location | Home library | Call number | Vol info | Status | Notes | Date due | Barcode |
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Books | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY General Stacks | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY | HF5415.123.W87 (Browse shelf) | INT/Woo | Available | Part of the Ivey Collection. Shelved alphabetically by title | K/2093/2093/19 |
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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 --
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