Integrated Marketing Communications Putting It Together and Making It Work

Name: Integrated Marketing Communications Putting It Together and Making It Work
Price: 3.81 USD
Availability: InStock
ISBN: 9780844233635

ISBN-10: 0844233633

ISBN-13: 9780844233635

Edition: 1993

Authors: Don E. Schultz, Stanley I. Tannenbaum, Robert F. Lauterborn, James C. Reilly, Richard Fizdale

List price: $37.95

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Description:

This landmark book teaches students how to use customer-focused marketing as a key planning tool to explore the lifestyles, attitudes, and motivations of distinct buyer groups and predict their likely buying behaviors.

Book details

List price: $37.95
Copyright year: 1993
Publisher: McGraw-Hill Companies, The
Publication date: 1/11/1993
Binding: Hardcover
Pages: 240
Size: 6.50" wide x 9.50" long x 0.75" tall
Weight: 1.232
Language: English

A History of Integrated Marketing Communications: Why Is It Important Now?
How Marketing Communications Works: Or At Least How We Think It Works
The Basics of Developing an Integrated Marketing Program: How to Get Started
Strategy Is Everything: Planning the Direction of the Communications Program
From Strategy to Creative Execution: Capturing the Imagination
Compensation: How Much for Doing What?
Measurement: What Did We Really Get from All the Time, Work, and Money We Invested?
How to Measure Consumer Responses: Establishing Effective Two-Way Communications
Barriers to Integration: Overcoming the Stumbling Blocks
Two Case Histories: Does Integrated Marketing Communications Really Work?
Table of Contents provided by Publisher. All Rights Reserved.