Integrated marketing communication : (Record no. 32448)

MARC details
LIBRARY OF CONGRESS CONTROL NUMBER
LC control number 2017005832
ISBN
International Standard Book Number 9781138695443
DEWEY DECIMAL CLASSIFICATION NUMBER
Call number 659.144 JU IN
MAIN ENTRY--PERSONAL AUTHOR
Authors Juska, Jerome M.
TITLE STATEMENT
Title Integrated marketing communication :
Subtitle advertising and promotion in a digital world
Statement of responsibility, etc. Jerome M. Juska
PUBLICATION, DISTRIBUTION, ETC. (IMPRINT)
Place of publication New York, NY :
Publisher Routledge,
Date c2018.
PHYSICAL DESCRIPTION
Extent xix, 230 p. :
Other Details ill. ;
Size 23 cm.
SUMMARY
Summary This book shows students how to achieve their marketing objectives through a campaign that coordinates marketing, advertising, and promotion. It provides essential information about planning, implementing, and assessing a comprehensive marketing plan to help students appreciate integrated marketing communications as a business strategy.<br/><br/>The author describes the processes and considerations needed to appeal to consumers, identifying how geographic segmentation, timing, competitive environments, and cost contribute to planning. He considers the integration of digital technology, such as social media platforms and mobile apps, and how these can be used for advertising, sales promotion, and public relations. The book’s concise, explanation of marketing components and their interconnected relationships is solidified by a series of visual summaries as well as examples and useful demonstrations. Students are given the opportunity to prepare their own integrated marketing communication plan based on consumer, product, and market research along with original creative materials and media spreadsheets.
SUBJECT ADDED ENTRY--TOPICAL TERM
Topical Heading Internet advertising
SUBJECT ADDED ENTRY--TOPICAL TERM
Topical Heading Internet marketing
MAIN ENTRY--PERSONAL AUTHOR
-- 10217
SUBJECT ADDED ENTRY--TOPICAL TERM
-- 1604
SUBJECT ADDED ENTRY--TOPICAL TERM
-- 1603
Holdings
Date last seen Full call number Barcode Price effective from Koha item type Lost status Source of classification or shelving scheme Damaged status Not for loan Withdrawn status Permanent location Current location Shelving location Date acquired Source of acquisition
18/10/2017 659.144 JU IN T0057816 18/10/2017 REGULAR   Dewey Decimal Classification       University of Wollongong in Dubai University of Wollongong in Dubai Main Collection 30/10/2017 AMAUK