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Chapters 14 has a revised section on Integrated Marketing Communications with respect to digital technology and the opportunities and challenges presented by the online, mobile, and social media marketing world. Also, there are significant updates to the section on Integrating the Promotion Mix.



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Marketing Dèjá Vu The Discovery of Integrated Marketing

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Cover & Table of Contens Marketing Management (14th
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MKTG204 Integrated Marketing Communications

3 REQUIRED AND RECOMMENDED TEXTS AND/OR MATERIALS Prescribed text: Integrated Advertising, Promotion and Marketing Communications,

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Explains the principles and practice of implementing an effective marketing strategy using a variety of channels and techniques, such as brand equity, advertising and personal selling. This text explains the principles and practice of implementing an effective marketing strategy using a variety of

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Principles of Integrated Marketing Communications (ebook)

Integrated Marketing Communications. Integrated Marketing Communications is a simple concept. It ensures that all forms of communications and messages are carefully linked together.

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This unit introduces students to the principles and practice of integrated marketing communications. Designed to encourage active learning, this unit covers integrated marketing communications planning process; tools of marketing communications (e.g., advertising, sales promotions, personal selling, social influence, direct marketing, and marketing-oriented public relations); principles of

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