IMC Handbook Readings and Cases in Integrated Marketing Communications

ISBN-10: 1933199342

ISBN-13: 9781933199344

Edition: 2nd

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Description: IMC Handbook is a comprehensive survey of the fast-growing field of integrated marketing communications, the new discipline that merges the fields of advertising, marketing, direct marketing, and marketing communications. All of the readings and cases in this new edition have been totally updated. One-third of them are new to this edition.

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Book details

List price: $54.95
Edition: 2nd
Publisher: Racom Communications
Publication date: 8/19/2011
Binding: Paperback
Pages: 510
Size: 5.75" wide x 8.75" long x 1.25" tall
Weight: 1.848
Language: English

Professor of Marketing, De Paul University;co-director of the Casewriters Workshop of DMEF Direct Marketing Research Summit

Acknowledgments
About the Case Writers' Workshop and the Development of this Book
Readings
Solving Marketing Problems with an Integrated Process
What is a Brand (And Why Does it Matter?)
Customer Relationship Management
Creative Strategy in Integrated Marketing Communications
An Introduction to Database Marketing
Media Planning: The Business End of Advertising
The Economics of Database Marketing
Search Engine Optimization
Business-to-Business Marketing
Business-to-Business Lead Generation
Consumer Privacy: Knowing Your Customers Without Really "Knowing" Them
Multichannel Marketing
History Matters: International Direct Marketing 30 Years On
Multicultural Marketing in the U.S
Contact and Call Centers
Marketing Upgrade: Using Web 2.0 to Connect, Build, and Sell
Mobile Marketing and the Mobile Decade to Come
DRTV and Integrated Marketing
Cases
Allstate Insurance: Building Relationships through Email Campaigns
American Cancer Society Chicago Chapter May Walk and Roll Event Marketing Campaign
American Standard
Amtrak: A Communications Planning Challenge
Direct Mail Marketing at the Art Institute of Chicago
The Chicago Girl Scouts
Coldwell Banker-Virginia Beach
Domino's Pizza: Growing Sales With Technology
H�agen-Dazs� Loves Honey Bees
Hallmark Gold Crown Card Program: Member Relations Challenges in a Relationship Industry
ING Direct Caf�s
J. Jill: Transforming the Customer Experience
Kiln Creek Golf Club & Resort: On Par for an Integrated Marketing Communications Campaign to Acquire New Members
Lane Bryant
Scratch-off Summer Games at Lettuce Entertain You in Chicago
McDonald Garden Center
Nonna's Italian Restaurant
Peninsula Society for the Prevention of Cruelty to Animals (PSPCA)
Primetime Developmental Playthings
The Red Bell
Saint Laurie Merchant Tailors
Powered By SRAM
Home Equity Loans in Texas: The Wells Fargo Experience
Index
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