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Advertising and Promotion: An Integrated Marketing Communications Perspective(11版)
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沒有庫存 訂購需時10-14天
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9781259921698 | |
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George E. Belch | |
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華泰文化 | |
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2017年5月19日
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447.00 元
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HK$ 447
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詳 細 資 料
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ISBN:9781259921698叢書系列:整合行銷溝通規格:平裝 / 764頁 / 普通級 整合行銷溝通
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分 類
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商業理財 > 行銷/廣告/業務 > 行銷 |
同 類 書 推 薦
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內 容 簡 介
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1.Has chapters on advertising, sales promotion, direct marketing, the Internet including social media and mobile marketing, support media such as outdoor advertising, product placement and integration, and publicity/public relations, ?
2.Emphasizes on the integration of advertising with other promotional-mix elements and the need to understand their role and overall contribution.
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目 錄
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PART I: INTRODUCTION TO INTEGRATED MARKETING COMMUNICATIONS
Ch 1 An Introduction to Integrated Marketing Communications
Ch 2 The Role of IMC in the Marketing Process
PART II: INTEGRATED MARKETING PROGRAM SITUATION ANALYSIS
Ch 3 Organizing for Advertising and Promotion: The Role of Ad Agencies and Other Marketing Communication Organizations
Ch 4 Perspectives on Consumer Behavior
PART III: ANALYZING THE COMMUNICATION PROCESS
Ch 5 The Communication Process
Ch 6 Source, Message, and Channel Factors
PART IV: OBJECTIVES AND BUDGETING FOR INTEGRATED MARKETING COMMUNICATIONS PROGRAMS
Ch 7 Establishing Objectives and Budgeting for the Promotional Program
PART V: DEVELOPING THE INTERGRATED MARKETING COMMUNICATIONS PROGRAM
Ch 8 Creative Strategy: Planning and Development
Ch 9 Creative Strategy: Implementation and Evaluation
Ch10 Media Planning and Strategy
Ch11 Evaluation of Media: Television and Radio
Ch12 Evaluation of Media: Magazines and Newspapers
Ch13 Support Media
Ch14 Direct Marketing
Ch15 The Internet: Digital and Social Media
Ch16 Sales Promotion
Ch17 Public Relations, Publicity, and Corporate Advertising
PART VI: MONITORING, EVALUATION, AND CONTROL
Ch18 Measuring the Effectiveness of the Promotional Program
PART VII: SPECIAL TOPICS AND PERSPECTIVES
Ch19 International Advertising and Promotion
Ch20 Regulation of Advertising and Promotion
Ch21 Evaluating the Social, Ethical, Evaluating Aspects of Advertising and Promotion
Ch22 Personal Selling(Online)
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書 評
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