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广告、促销与整合营销传播:英文版书籍详细信息
- ISBN：9787300285689
- 作者：暂无作者
- 出版社：暂无出版社
- 出版时间：2019-02
- 页数：暂无页数
- 价格：37.95
- 纸张：胶版纸
- 装帧：平装-胶订
- 开本：16开
- 语言：未知
- 丛书：暂无丛书
- TAG：暂无
- 豆瓣评分：暂无豆瓣评分
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书籍目录：
PREFACE
Part One THE IMC FOUNDATION
1 INTEGRATED MARKETING MUNICATIONS
The Nature of Communication
Integrated Marketing Communicationr/> Emerging Trends in Marketing Communicationr/> IMC Components and the Design of this Text
International Implicationr/> 2 BRAND MANAGEMENT
Corporate and Brand Image
Brand Names and Brand Typer/> Brand Logor/> Identifying the Desired Brand Image
Developing and Building Powerful Brandr/> Private Brandr/> Packaging
International Implicationr/> 3 BUYER BEHAVIORS
Information Searches and the Consumer Purchasing Procer/> Evaluation of Alternativer/> Trends in the Consumer Buying Environment
Business-to-Business Buyer Behaviors and Influencer/> Types of Business-to-Business Saler/> The Business-to-Business Buying Procer/> Dual Channel Marketing
International Implicationr/> 4 THE IMC PLANNING PROCESS
Communications Research
Market Segmentation by Consumer Groupr/> Business-to-Business Market Segmentation
Product Positioning
Marketing Communicationjectiver/> Types of Budgetr/> IMC Componentr/> Integrated Cam paigns in Action
Part Two IMC ADVERTISING TOOLS
5 ADVERTISING CAMPAIGN MANAGEMENT
Advertising Theory
The Impact of Advertising Expenditurer/> In-House Versus External Advertising Agencier/> Choosing an Agency
Roles of Advertising Personnel
Advertising Campaign Parameterr/> The Creative Brief
International Implicationr/> 6 ADVERTISING DESIGN
Message Strategier/> Types of Advertising Appealr/> Executional Frameworkr/> Sources and Spokespersonr/> 7 TRADITIONAL MEDIA CHANNELS
The Media Strategy
Media Planning
Advertising Terminology
Achieving Advertising Objectiver/> Media Selection
Media Mix
Media Selection in Business-to-Business Marketr/> Integrated Campaigns in Action
Part Three DIGITAL AND ALTERNATIVE MARKETING
8 DIGITAL MARKETING
Digital Marketing
Web 4.0
E-Commerce
Mobile Marketing
Digital Strategier/> Web Advertising
Search Engine Optimization (SEO)
International Implicationr/> 9 SOCIAL MEDIA
Social Networkr/> Social Media Siter/> Social Media Marketing
Social Media Marketing Strategier/> International Implicationr/> 10 ALTERNATIVE MARKETING
Alternative Marketing Programr/> Product Placements and Branded
Entertainment
Alternative Media Venuer/> In-Store Marketing
Brand Communitier/> International Implicationr/> Integrated Campaigns in Action
Part Four IMC PROMOTIONAL TOOLS
11 DATABASE AND DIRECT RESPONSE MARKETING ANT PERSONAL SELLING
Database Marketing
Database-Driven Marketing Communicationr/> Database-Driven Marketing Programr/> Direct Response Marketing
Personal Selling
International Implicationr/> 12 SALES PROMOTIONS
Consumer Promotions vs. Trade Promotionr/> Consumer Promotionr/> Planning for Consumer Promotionr/> Trade Promotionr/> Concerns with Trade Promotionr/> International Implicationr/> 13 PUBLIC RELATIONS AND SPONSORSHIP PROGRAMS
Public Relationr/> Public Relations Functionr/> Creating Positive Image-Building Activitier/> Preventing or Reducing Image Damage
Sponsorshipr/> Event Marketing
International Implicationr/> Integrated Campaigns in Action
Part Five IMC ETHICS, REGULATION, AND EVALUATION
14 REGULATIONS AND ETHICAL CONCERNS
Marketing communications Regulationr/> Deception versus Puffery
FTC Settlementr/> Industry Oversight of Marketing Practicer/> IMC and Ethicr/> Marketing and Ethicr/> Responding to Ethical Challenger/> International Implicationr/> 15 EVALUATING AN INTEGRATED MARKETING PROGRAM
Evaluation Metricr/> Matching Methods with IMC Objectiver/> Message Evaluationr/> Evaluation Criteria
Online Evaluation Metricr/> Behavioral Evaluationr/> International Implicationr/>
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