| LEADER 00000nam 2200000uu 4500 |
| 008 121015s2010||||th 000 0 eng d |
| 020 ^a9780324665314 |
| 099 ^aMK 13 |
| 100 1 ^aShimp, Terence A |
| 245 10 ^aIntegrated marketing communications in advertising andpromotion /^cTerence A. Shimp |
| 250 ^a8th ed |
| 260 ^aUnited States :^bSouth-Western/Cengage Learning,^c2010 |
| 300 ^axx, 668 p. :^bcol. ill. ;^c28 cm |
| 505 2 ^aPart 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 |
| 650 0 ^aCommunication in marketing |
| 650 0 ^aSales promotion |
| 650 0 ^aAdvertising |
| 650 0 ^aDirect marketing |
| 999 ^aกานต์พิชชา ร่วมรส |
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