Integrated Marketing Communications Putting It Together and Making It Work
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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.
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All the information you need in one place! Each Study Brief is a summary of one specific subject; facts, figures, and explanations to help you learn faster.
List price: $37.95
Copyright year: 1993
Publisher: McGraw-Hill Companies, The
Publication date: 1/11/1993
Size: 6.50" wide x 9.50" long x 0.75" tall
|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.|