Integrated marketing communications : strategic planning perspectives / by Keith J. Tuckwell.

By:

Tuckwell, Keith J, 1950- [(author.)]

Material type: Text

TextPublication details: Toronto : Pearson Canada Inc., c2011.Edition: 3rd editionDescription: xxiv, 440 pages : illustrations, charts ; 28 cmISBN:

9780137140749

Subject(s):

LOC classification:

HF 5415.123 .T83 2011

Contents:

Part 1: Understanding integrated marketing communications. -- 1. Integrated marketing communications: an overview -- 2. Strategic planning principles -- 3. Branding strategy -- Part 2: Planning for integrated media -- 4. Advertising planning: creative -- 5. Advertising planning: traditional media -- 6. Planning for direct response communications -- 7. Planning for online and interactive communications -- Part 3: Planning for integrated marketing. -- 8. Sales promotion -- 9. Public relations -- 10. Experiential marketing, events, and sponsorships -- 11. Personal selling -- Part 4: Measuring performance. -- 12. Evaluating marketing communications programs.

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Holdings
Item type	Current library	Call number	Status	Barcode
Open Shelf	Albukhary International University LEVEL 2	HF 5415.123 .T83 2011 (Browse shelf(Opens below))	Available	1100032369

Total holds: 0

Includes bibliographical references and index.

Part 1: Understanding integrated marketing communications. -- 1. Integrated marketing communications: an overview --
2. Strategic planning principles --
3. Branding strategy --
Part 2: Planning for integrated media --
4. Advertising planning: creative --
5. Advertising planning: traditional media --
6. Planning for direct response communications --
7. Planning for online and interactive communications --
Part 3: Planning for integrated marketing. -- 8. Sales promotion --
9. Public relations --
10. Experiential marketing, events, and sponsorships --
11. Personal selling --
Part 4: Measuring performance. -- 12. Evaluating marketing communications programs.

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