INTEGRATED MARKETING COMMUNICATIONS A SYSTEMS APPROACH SIRGY M. Księgarnia

Integrated Marketing Communication

A Systems Approach
Using a systems approach, this text explores the vital link between the marketing communications mix and strategic marketing. How-to in focus, it leads students step-by-step through the entire process of planning and managing the marketing communications tools to ensure the attainment of marketing and corporate-level goals.

Focuses on the planning and management process of marketing communications and how to strategically plan and manage marketing communications, e.g.:

How to strategically plan and manage all the varied marketing communications tasks as a system.

How to coordinate among the various elements of marketing communications to ensure consistency.

How to create a learning system which will aid in making periodic adjustments in the communications elements to achieve better performance.

How to plan and manage the marketing communication tools to ensure the attainment of marketing and corporate-level goals.

How to assemble the elements of the marketing communications mix and adjust them periodically in such a way as to achieve marketing and corporate-level goals.

Introduces the concept of integrated marketing communications (IMC), systems concepts used to build the systems model of IMC, and a specific systems model of IMC.

Explores, in depth, the core of the systems model strategy and tactics viewing them as a process hierarchy or decision tree.

Describes objectives and performance measures, budget, and monitoring and control.

Considers analysis and planning.

Highlights in detail the principles of systems integration and explains how to best use them.

Contents

I. INTRODUCTION.

1. Integrated Marketing Communications.
2. Systems Concepts.
3. A Systems Model of Integrated Marketing Communications.
II. STRATEGY AND TACTICS.

4. Corporate Strategy and Tactics.
5. Marketing Strategy and Tactics.
6. Marketing Communications Strategy and Tactics.
III. OBJECTIVES, BUDGETING, AND CONTROL.

7. Objectives and Performance Measures.
8. Budget.
9. Monitoring and Control.
IV. ANALYSIS AND PLANNING.

10. Analysis and Planning: Selecting a Strategy.
11. Analysis and Planning: Setting Objectives.
12. Analysis and Planning: Budgeting for Marketing Communications.
V. THE MARKETING COMMUNICATIONS SYSTEM AT LARGE.

13. Lessons in Integration.

312 pages

Po otrzymaniu zamówienia poinformujemy,
czy wybrany tytuł polskojęzyczny lub anglojęzyczny jest aktualnie na półce księgarni.