Integrated marketing communications : strategic planning perspectives / by Keith J. Tuckwell.
Material type:
- 9780137140749
- HF 5415.123 .T83 2011
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 |
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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