000			02115cam a22002178i 4500
999			_c32448 _d32448
008			171030b xxu||||| |||| 00| 0 eng d
010			_a 2017005832
020			_a9781138695443
082	0	0	_a659.144 JU IN
100	1		_aJuska, Jerome M. _910217
245	1	0	_aIntegrated marketing communication : _badvertising and promotion in a digital world _cJerome M. Juska
260			_aNew York, NY : _bRoutledge, _cc2018.
300			_axix, 230 p. : _bill. ; _c23 cm.
520			_aThis 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. 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.
650		0	_aInternet advertising _91604
650		0	_aInternet marketing _91603