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PRINZIPIEN INTEGRIERTER MARKETINGKOMMUNIKATION Von Lawrence Ang-
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eBay-Artikelnr.:187419132019
Artikelmerkmale
- Artikelzustand
- Gut
- Hinweise des Verkäufers
- ISBN-10
- 1107649188
- Book Title
- Principles of Integrated Marketing Communications
- ISBN
- 9781107649187
Über dieses Produkt
Product Identifiers
Publisher
Cambridge University Press
ISBN-10
1107649188
ISBN-13
9781107649187
eBay Product ID (ePID)
166537098
Product Key Features
Number of Pages
400 Pages
Language
English
Publication Name
Principles of Integrated Marketing Communications
Publication Year
2014
Subject
Marketing / General
Type
Textbook
Subject Area
Business & Economics
Format
Trade Paperback
Dimensions
Item Height
0.6 in
Item Weight
28.9 Oz
Item Length
10 in
Item Width
7.5 in
Additional Product Features
Intended Audience
College Audience
LCCN
2013-478669
Reviews
'I really like the book and the approach, it's refreshingly different which is what I have been looking for. It is also not American-saturated which is a great relief … The book reads very well and is properly oriented into marketing thinking not advertising. … What appeals to me most about Lawrence's book is the strong marketing focus - I teach marketing students not advertising students so have been wanting a text that focuses on aspects marketers want to know about! The thinking questions are also excellent and I will be using those to help me put the assignments together.' Kate Jones, Auckland University of Technology
Dewey Edition
23
Illustrated
Yes
Dewey Decimal
658.802
Table Of Content
1. Communications barriers and planning the Integrated Marketing Communications (IMC); 2. Principles of generating insights; 3. Principles of brand positioning; 4. Principles of media planning and budgeting in advertising; 5. Traditional and digital media; 6. Principles of advertising creativity; 7. Planning and executing the creative appeal; 8. Principles of social influence; 9. Principles of using public relations, corporate reputation and sponsorship; 10. Principles of influence in personal selling; 11. Principles of direct marketing and sales promotion; 12. Principles of advertising: pretesting and campaign tracking; 13. An integrative review.
Synopsis
Principles of Integrated Marketing Communications explains the principles and practice of implementing effective IMC using a variety of channels and techniques. It equips readers with the knowledge to develop sophisticated marketing campaigns for contemporary business environments. Designed to introduce readers to IMC in an engaging way, this valuable resource: - Covers the latest concepts and tools in marketing and communications - Presents topics in light of their underlying theories and principles - Includes case studies adapted from recent, real-world examples (drawn from both Australian and international contexts). Each chapter contains a 'Further thinking' section, giving readers the opportunity to extend their understanding of the conceptual and historical underpinnings of IMC, and teaching them how to analyse and overcome problems when devising an IMC strategy. Each chapter also includes learning objectives and review questions, to reinforce knowledge. Additional material - including extra case studies and topical multimedia files - is available on the companion website at www.cambridge.edu.au/academic/imc., Integrated Marketing Communications explains the principles and practice of implementing an effective marketing strategy using a variety of channels and techniques. Designed to introduce IMC in an engaging way, this valuable resource equips students with the knowledge to develop sophisticated marketing campaigns for contemporary business environments., Principles of Integrated Marketing Communications explains the principles and practice of implementing effective IMC using a variety of channels and techniques. It equips readers with the knowledge to develop sophisticated marketing campaigns for contemporary business environments. Designed to introduce readers to IMC in an engaging way, this valuable resource: * Covers the latest concepts and tools in marketing and communications * Presents topics in light of their underlying theories and principles * Includes case studies adapted from recent, real-world examples (drawn from both Australian and international contexts). Each chapter contains a 'Further thinking' section, giving readers the opportunity to extend their understanding of the conceptual and historical underpinnings of IMC, and teaching them how to analyse and overcome problems when devising an IMC strategy. Each chapter also includes learning objectives and review questions, to reinforce knowledge. Additional material - including extra case studies and topical multimedia files - is available on the companion website at www.cambridge.edu.au/academic/imc.
LC Classification Number
HF5415.123
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- t***s (44)- Bewertung vom Käufer.Letzter MonatBestätigter KaufThe Item itself I rate five stars. The seller, however, I stop at four stars. The seller met two out of three categories I look for when judging my purchasing experience: how well it was packaged, how quickly it was shipped, and how properly it was described; this seller provided prompt shipping and an accurate description, but failed when it came to packaging. The item arrived in a plastic bag without any reinforcement or protection whatsoever and suffered dinged corners on multiple fronts.
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- 8***g (252)- Bewertung vom Käufer.Letzte 6 MonateBestätigter KaufA smooth and professional transaction throughout. The item was exactly as described, clearly listed, and fairly priced. Communication from the seller was prompt, polite, and helpful, with dispatch confirmed quickly. The parcel was securely packaged and arrived in excellent condition, ahead of the expected delivery date. Care was taken at every stage of the process. I would be happy to buy from this seller again—many thanks for a reliable and well-handled sale.FINLAND AND EUROPE: INTERNATIONAL CRISES IN THE PERIOD OF By Juhani Paasivirta (Nr. 335694307643)
- a***2 (13)- Bewertung vom Käufer.Letzte 6 MonateBestätigter KaufItem was shipped quickly and packaged well. Item was exactly as described, brand new and it was even sealed. The seller also messaged me as soon as the purchase went through so communication was great. This was the last book in the series that I needed and to be able to find it in such great condition and at a great cost was unexpected. Highly recommend this seller and will definitely buy from again in the future.MARTIN THE WARRIOR (REDWALL) By Brian Jacques - Hardcover **BRAND NEW** (Nr. 187149385105)
- t***s (44)- Bewertung vom Käufer.Letzter MonatBestätigter KaufThe Item itself I rate five stars. The seller, however, I stop at four stars. The seller met two out of three categories I look for when judging my purchasing experience: how well it was packaged, how quickly it was shipped, and how properly it was described; this seller provided prompt shipping and an accurate description, but failed when it came to packaging. The item arrived in a plastic bag without any reinforcement or protection whatsoever and suffered dinged corners on multiple fronts.