Includes bibliographical references (pages 456-460) and index.
Contents
Part One THE IMC FOUNDATION -- 1. Integrated Marketing Communications -- 2. Brand Management -- 3. Buyer Behaviors -- 4. The IMC Planning Process -- Part Two IMC ADVERTISING TOOLS -- 5. Advertising Campaign Management -- 6. Advertising Design -- 7. Traditional Media Channels -- Part Three IMC MEDIA TOOLS -- 8. Digital and Alternative -- 9. Social Media -- 10. Alternative Marketing -- Part Four IMC PROMOTIONAL TOOL -- 11. Database and Direct Response Marketing and Personal Selling -- 12. Sales Promotion -- 13. Public Relations and Sponsorship Programs -- Part Five IMG ETHICS, REGULATION, AND EVALUATION -- 14. Relations and Ethical Concerns -- 15. Evaluating an Integrated Marketing Program.
