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

By:

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

Material type:

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
Cover image	Item type	Current library	Home library	Collection	Shelving location	Call number	Materials specified	Vol info	URL	Copy number	Status	Notes	Date due	Barcode	Item holds	Item hold queue priority	Course reserves
	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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