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Integrated Marketing Communication: Advertising and Promotion in a Digital World

的圖書
Integrated Marketing Communication: Advertising and Promotion in a Digital World Integrated Marketing Communication: Advertising and Promotion in a Digital World

作者:Juska 
出版社:Routledge
出版日期:2021-11-30
語言:英文   規格:精裝 / 296頁 / 普通級/ 初版
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圖書名稱:Integrated Marketing Communication: Advertising and Promotion in a Digital World

內容簡介

Now in its second edition, this textbook explores the continuing transformation of advertising, sales promotion, and public relations functions within the marketing discipline. The content focuses on emerging new technologies, as well as established digital and legacy media, as the reader is guided through the process of developing and implementing a comprehensive Integrated Marketing Communication plan for companies, organizations, and brands.

Clear, concise, and practical, the book takes the reader through consumer, market, and competitive research; creative conceptualization; market segmentation, identification of a target audience, and brand positioning; as well as strategic decisions involving the timing, placement, and intensity of advertising, sales promotion, public relations, and brand visibility. The new edition emphasizes the importance of social media, website development, search engine optimization, mobile marketing, brand promotion events, and retail store connectivity. Updated to include more digital content with detailed international examples, this new edition adds four new chapters including Integrated Marketing Communication objectives, budgets, and metrics, legacy media planning, business-to-business marketing strategies, and innovative technologies with topics such as artificial intelligence, predictive analytics, synthetic media, virtual reality, and voice marketing.

Upper-level undergraduate and postgraduate students will appreciate this lucid, up-to-date text, as will business professionals in executive education and certificate programs. Experiential learning is provided with chapter assignments and a continuity case study woven into the textbook.

The second edition is also accompanied by robust online resources, including PowerPoint slides, chapter videos, lecture notes, classroom exercises, digital flash cards, test banks, an instructor resource book, and interactive templates for preparing an Integrated Marketing Communication Plan.

 

作者簡介

Jerome M. Juska is an Adjunct Professor at Seminole State University. Dr. Juska has taught advertising management at the University of Illinois, Northwestern University and Franklin College in Lugano, Switzerland. He is also a consultant for agencies, media, and advertisers.

 

詳細資料

  • ISBN:9780367443368
  • 規格:精裝 / 296頁 / 普通級 / 初版
  • 出版地:英國
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