TY  - BOOK
AU  - 
ED  - 
TI  - Integrated marketing communications.
SN  - 9781308255521
AV  - HF5415.123.W87 
PY  - 2014///
CY  - London, Ontario
PB  - Ivey Business School, 
KW  - Marketing
KW  -  Communication in marketing
KW  - Marketing channels
KW  - Sales promotion
N1  - 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 --
ER  -