IMC: Using Advertising and Promotion to Build Brands
IMC goes beyond most books on the market today to concentrate not only on functions but also on integration and organization - the very foundations of effective marketing. Answering questions of "when to use, how to use, and who should be involved, " it provides concrete tools and strategies for managing the ongoing dialogue between buyers and sellers, creating and sending convincing brand messages, developing IT and database-driven communication -- and truly integrating the consumer into all aspects of B2B and B2C marketing.
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advertising airline areas awareness behavior brand equity brand identity brand image brand messages brand name brand relationships build campaign Chapter clients commercial company's consumer corporate cost create creative cross-functional cross-functional team culture current customers customer relationships customer service customers and prospects database decision designed develop direct mail direct marketing direct-response e-mail employees evaluation example Exhibit explain focus focused groups idea identify important increase integrated integrated marketing communication interactive internal marketing Internet Key Point loyalty magazines major marketing communication mass media MC agencies MC functions Natal Sharks objectives offer organization package percent positive problem product category profitable public relations purchase reach Relationship Marketing response retail sales promotion segment selling sponsorships stakeholders SWOT analysis target audience telemarketing tion tomers trade types users Whiskas