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| ผู้แต่ง |
Shimp, Terence A | | ชื่อเรื่อง |
Integrated marketing communications in advertising andpromotion / Terence A. Shimp | | ISBN |
978-032-46-6531-4
| | พิมพ์ลักษณ์ |
United States : South-Western/Cengage Learning, 2010 | | เลขเรียก |
MK 13 | | ครั้งที่พิมพ์ |
8th ed | | ลักษณะทางกายภาพ |
xx, 668 p. : col. ill. ; 28 cm | | หมายเหตุ |
Partial Contents: Part 1: Integrated marketing communications : processes,brand equity, and Marcom^'s role in introducing new brands
-- Overview of integrated marketing communications
-- Marketing communications challenges : enhancing brand equity, influencing behavior, and being accountable
-- Facilitating the success of new brands
-- Part 2: The fundamental Marcom decisions : targeting, positioning, objective setting, and budgeting
-- Targeting
-- Positioning
-- Objective setting and budgeting
-- Part 3: Advertising management
-- Overview of advertising management
-- Effective and creative advertising messages -- Measuring advertising message effectiveness -- Advertising media : planning and analysis -- Traditional advertising media -- Internet advertising -- Other advertising media -- Part 4: Sales promotion management --Sales promotion and the role of trade promotins -- Sampling and couponing -- Premiums and other promotions --Part 5: Other Marcom tools -- Marketing-oriented public relations and word-of-mouth management -- Event and cause sponsorships -- Signage and point of purchase communications -- Part 6: Marcom constraints -- Ethical, regulatory, and environmental issues | | หัวเรื่อง |
Communication in marketing | | หัวเรื่อง |
Sales promotion | | หัวเรื่อง |
Advertising | | หัวเรื่อง |
Direct marketing |
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