Download or read book The Handbook of Strategic Public Relations and Integrated Communications written by Clarke Caywood and published by McGraw Hill Professional. This book was released on 1997-05 with total page 612 pages. Available in PDF, EPUB and Kindle. Book excerpt: As the media grows more ruthless, the role of public relations has become increasingly complex and critical. Savvy businesspeople know that how a company conveys and maintains its image has never been more importantor more challenging. The Handbook of Strategic Public Relations & Integrated Communications is the definitive guide for communications professionals. Featuring the expertise of the world's foremost public relations and marketing authorities, it is the first book of its kind to combine the art and science of marketing, public relations and communications in one single resource. An indispensable reference guide to the best practices in every industry, this handbook features more than 40 information-packed chapters authored by the best minds in the business and covers cutting-edge tips, topics and techniques such as: Crisis management Marketing public relations Client-agency relationships Environmental public relations High-tech PR And more!
Download or read book The IMC Handbook written by J. Stephen Kelly and published by Racom Books. This book was released on 2015 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: A collection of essay and cases on customer-centered marketing by educators and practitioners in the field. "As long as there have been buyers, makers and sellers, there have been marketing challenges and opportunities. Historically ... the seller had immediate and personal contact with the buyer in the market [or] the bazaar ... While the system was personal, it wasn't very efficient ... As the marketplace evolved, it became more complex, [and] the makers and sellers invented what we now call "marketing" to solve the lack of maker/buyer closeness. In its simplest form, marketing is ... a number of activities makers/sellers use in an attempt to close the gap between themselves and the buyer. For example, the maker/seller now uses tools such as customer research, logistics, and distribution, marketing communication, and the like." From Part I, Reading 1
Download or read book Principles of Integrated Marketing Communications written by Lawrence Ang and published by Cambridge University Press. This book was released on 2021-02-23 with total page 529 pages. Available in PDF, EPUB and Kindle. Book excerpt: Marketing in the digital age poses major challenges for traditional and established practices of communication. To help readers meet these challenges Principles of Integrated Marketing Communications: An Evidence-based Approach provides a comprehensive foundation to the principles and practices of integrated marketing communications (IMC). It examines a variety of traditional and digital channels used by professionals to create wide-reaching and effective campaigns that are adapted for the aims of their organisations. This edition has been thoroughly revised and each chapter includes: case studies of significant and award-winning campaigns from both Australian and international brands that illustrate the application of explored concepts; discussion and case study questions that enable readers to critically evaluate concepts and campaigns; a managerial application section that illustrates how concepts can be applied effectively in a real situation; a 'further thinking' section that expands knowledge of advanced concepts and challenges readers to think more broadly about IMC.
Download or read book The Integrated Marketing Handbook written by Raghavendra Hunasgi, Priyanka AB Brahmbhatt and published by Notion Press. This book was released on 2023-08-31 with total page 126 pages. Available in PDF, EPUB and Kindle. Book excerpt: Are you tired of using only one marketing strategy for your business? Do you want to create a more effective and comprehensive approach to reach your target audience? The Integrated Marketing Handbook is just what you need. Inbound, Outbound, and Account-Based Marketing Techniques by Raghavendra and Priyanka is a comprehensive guide for marketers and entrepreneurs who are seeking to maximize their reach and effectiveness by integrating various marketing strategies. The book provides an overview of the three main marketing approaches: inbound, outbound, and account-based marketing (ABM). Inbound marketing focuses on attracting customers through content creation, while outbound marketing involves reaching out to customers through advertising and other forms of outreach. ABM is a highly-targeted approach, focusing on building relationships with key accounts. The authors provide practical advice on integrating these strategies effectively, including on how to align messaging, target the right audience, and measure success to maximize results in today’s competitive environment. Grab your copy today!
Download or read book Handbook of the Economics of Marketing written by and published by Elsevier. This book was released on 2019-09-19 with total page 632 pages. Available in PDF, EPUB and Kindle. Book excerpt: Handbook of the Economics of Marketing, Volume One: Marketing and Economics mixes empirical work in industrial organization with quantitative marketing tools, presenting tactics that help researchers tackle problems with a balance of intuition and skepticism. It offers critical perspectives on theoretical work within economics, delivering a comprehensive, critical, up-to-date, and accessible review of the field that has always been missing. This literature summary of research at the intersection of economics and marketing is written by, and for, economists, and the book's authors share a belief in analytical and integrated approaches to marketing, emphasizing data-driven, result-oriented, pragmatic strategies. Helps academic and non-academic economists understand recent, rapid changes in the economics of marketing Designed for economists already convinced of the benefits of applying economics tools to marketing Written for those who wish to become quickly acquainted with the integration of marketing and economics
Download or read book Integrated Marketing Communications written by Philip J. Kitchen and published by Psychology Press. This book was released on 2004 with total page 208 pages. Available in PDF, EPUB and Kindle. Book excerpt: This textbook is the first introductory primer on integrated marketing communications. It combines theory and practice to show students of marketing how different aspects of integrated marketing communications (IMC) work together. Setting the scene in which IMC has emerged, the authors explain each component of the promotional mix and go on to explain the process of functional integration. The text includes key case studies on companies, including Proctor and Gamble, NSPCC and Ardi, illustrating the practical side of IMC in addition to an introduction to the main theories at work. Including an additional Study Guide at the back, this book will be a valuable resource for students of marketing and marketing communications.
Download or read book Marketing Communications written by Lynne Eagle and published by Routledge. This book was released on 2014-08-27 with total page 445 pages. Available in PDF, EPUB and Kindle. Book excerpt: With the proliferation of digital and social media, there has never been a more dynamic time to engage with marketing communications - and never has the integration of marketing communications (marcoms) principles into a strategic marketing plan been more challenging. Even the best product in the world won’t sell without the right reach to your potential customers and the right message to engage them. This textbook applies a uniquely practical approach to the topic so that, whilst a structured overview of planning, development, implementation and evaluation of marketing communications is in place, the detailed cases made available by the Institute for Practitioners in Advertising (IPA) show how actual challenges faced by professionals in the field were addressed. This book will help you to develop the skills you need to turn theory into the right integrated communication plan, in order to succeed in an increasingly competitive environment. Aided by a veritable wealth of pedagogical features, Marketing Communications will be essential reading for both students and professionals in marketing, communications and public relations. This textbook also benefits from a companion website which includes a comprehensive instructor’s guide with PowerPoint slides, testbank questions and answer checklists.
Download or read book Integrated Marketing Communications written by David Pickton and published by Financial Times/Prentice Hall. This book was released on 2005 with total page 761 pages. Available in PDF, EPUB and Kindle. Book excerpt: Net/pickton to find additional valuable teaching and learning materials. David Pickton is Head of the Marketing Department at Leicester Business School, De Montfort University. Amanda Broderick is Senior Lecturer in Marketing and Head of Research in the Marketing Group at Aston Business School.
Download or read book Integrated Marketing Communications Strategies and Tactical Operations in Sports Organizations written by Dos Santos, Manuel Alonso and published by IGI Global. This book was released on 2019-01-25 with total page 325 pages. Available in PDF, EPUB and Kindle. Book excerpt: As with any business, economic, financial, and marketing management for sports organizations is critical for attracting, retaining, and engaging fans. Unlike typical businesses, the sports industry is inconsistent, highly emotional with a strong personal nature, and operates in various markets where organizations compete and cooperate at the same time. Thus, traditional management techniques are not always appropriate for these organizations. Integrated Marketing Communications, Strategies, and Tactical Operations in Sports Organizations provides expert insight into the latest trends, strategies, and tactics that can be used in the sports industry to build foundations for successful commercialization. The content within this publication covers city marketing, social media interactions, and atmospheric influence and is designed for managers, marketers, business and industry professionals, stakeholders, academicians, researchers, and students.
Download or read book Strategic Integrated Marketing Communications written by Larry Percy and published by Taylor & Francis. This book was released on 2023-03-03 with total page 306 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book provides a disciplined, systematic look at what is necessary to the planning and implementation of an effective Integrated Marketing Communications (IMC) programme. Throughout, attention is paid to balancing theory with practical application, how to successfully implement theory for effective communication. Step-by-step, knowledge and understanding builds through the book, starting by laying a foundation to provide context, looking at the role of IMC in building brands and strengthening companies. The book then considers what goes into developing and executing effective messages, and how to ensure that they are consistent and consistently delivered, regardless of media. A detailed, practical overview of the strategic planning process is provided, illustrated by numerous examples and cases, along with ‘desktop’ tools and worksheets for developing and implementing an IMC plan. The 4th edition of this classic textbook has been fully updated throughout, and includes: Updated and expanded coverage of digital media, including issues relating to privacy and media strategy New sections on setting campaign budgets, brand architecture, target audience action objectives, social marketing communication, and such practices as gamification and experiential marketing Extended content on international advertising and shared cultural values The introduction of a channels-based typology of marketing communication Updated international examples and case studies throughout. A comprehensive and accessible guide to the steps of planning and developing an effective IMC campaign, this book should be core reading for students studying Integrated Marketing Communications, Strategic Communications, Principles of Advertising, Media Planning and Brand Management.
Download or read book IMC The Next Generation written by Don E. Schultz and published by McGraw Hill Professional. This book was released on 2003-08-22 with total page 433 pages. Available in PDF, EPUB and Kindle. Book excerpt: Strategies for binding customers to an organization--by determining the information they want and giving it to them In 1993, Don Schultz showed marketers how to coordinate their organizations' entire communications programs with the seminalIntegrated Marketing Communications. InIMC--The Next Generation, Schultz offers a refined and updated approach to the IMC model, one that goes beyond the messages an organization chooses to send to encompass the information that the customer wishes to receive or have access to. IMC--The Next Generation shows marketers how to build sustainable competitive advantage and ROI by combining and coordinating all methods through which buyers and sellers come together. Numerous cases and real-world examples reveal how to use today’s IMC model to: Integrate internal and external communications programs Influence customers at every contact point Build long-term brand relationships
Download or read book Handbook of Demographics for Marketing Advertising written by William Lazer and published by Lexington Books. This book was released on 1994 with total page 342 pages. Available in PDF, EPUB and Kindle. Book excerpt: A reference guide for business persons and academics, this handbook provides information about rapidly changing demographic, buying and living patterns of consumers. It supplies information on population dynamics, trends, and explains business implications to marketers and advertisers.
Download or read book Branding in a Digital World written by Hilary JM Topper MPA and published by iUniverse. This book was released on 2019-11-21 with total page 215 pages. Available in PDF, EPUB and Kindle. Book excerpt: How can you stand out? How do you take your passion and turn it into profit? In Branding in a Digital World, author Hilary JM Topper discusses how branding your business – from your overall image to messaging – is paramount to its success. In this hands-on workbook, she will help you build a brand, market it effectively across digital media, and ultimately, get a strong return on investment. Topper, an expert in branding and digital communications, walks you step-by-step through the process and helps you get the results you desire. She teaches you how to: • build an integrated marketing plan. • use social media marketing. • recruit ambassadors for your brand. • integrate IoT and wearable tech. • create compelling blog and social content. • increase your SEO. • use public relations, direct mail, and email marketing to tie together the entire process. With special sections on fake news, nonprofit management, and more, Branding in a Digital World offers a complete guide to help you learn to better market your product or service so you can gain a competitive edge.
Download or read book Kellogg on Marketing written by Dawn Iacobucci and published by John Wiley & Sons. This book was released on 2001-06-18 with total page 448 pages. Available in PDF, EPUB and Kindle. Book excerpt: Praise for Kellogg on Marketing "The Kellogg Graduate School of Management at Northwestern University has always been at the forefront of cutting-edge marketing. What a treasure to find such a complete anthology of today's best strategic marketers all in one place. Kellogg on Marketing provides a unique combination of new and proven marketing theories that the reader can translate into business success." —Betsy D. Holden, President and CEO, Kraft Foods "Kellogg on Marketing presents a comprehensive look at marketing today, combining well-founded theory with relevant, contemporary examples in the marketplace. This should be mandatory reading for all students of marketing." —Robert S. Morrison, Chairman, President and CEO, The Quaker Oats Company "The Who's Who write on the what's what of marketing. Now, these preeminent marketing doctors are making house calls. Enjoy." —Robert A. Eckert, Chairman and CEO, Mattel, Inc. "This volume is a fascinating collection of perspectives on what it takes to dominate a marketspace in the New Economy. . . . A clear demonstration of why Kellogg is Kellogg-one of the thought leaders in the discipline of marketing." —Mel Bergstein, Chairman and CEO, Diamond Technology Partners "New economy cases make this text appeal to old economy strategists. We shouldn't be suprised with the quality of this work, given its origin in the Kellogg School." —Ronald W. Dollens, President, Guidant Corporation
Download or read book Integrated Marketing Communication written by Jerome M. Juska and published by Routledge. This book was released on 2021-11-29 with total page 289 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
Download or read book Strategic Integrated Marketing Communications written by Larry Percy and published by Routledge. This book was released on 2014-06-27 with total page 335 pages. Available in PDF, EPUB and Kindle. Book excerpt: An essential book for today's marketer now that integrated marketing communications form a critical success factor in building strong brands and strong companies This new edition is still the only textbook on the market to deal with all aspects of IMC from a strategic perspective Corporate image, identity and reputation have never been more important and this book unlocks the key factors in achieving and enhancing this Integrated Marketing Communications is not just about utilizing different communication options in your marketing campaign; it is about planning in a systematic way to determine the most effective and consistent message for your target audience. As such, it depends upon identifying the best positioning, generating positive brand attitude, a consistent reinforcement of the brand's message through IMC channels, and ensuring that all marketing communication supports the company's overall identity, image, and reputation. This textbook is a roadmap to achieving this, thoroughly updated to reflect the dynamic changes in the area since the first edition was published. New to this edition: New sections on social media and now to integrate them into your marketing function New chapter on message development and an enhanced chapter on the IMC plan Robust pedagogy to help reinforce learning and memory Enhanced teaching materials online to help lecturers prepare their courses Brand new real-life case study vignettes
Download or read book Value added Public Relations written by Thomas L. Harris and published by McGraw Hill Professional. This book was released on 1998 with total page 340 pages. Available in PDF, EPUB and Kindle. Book excerpt: NTC Business Books offer cutting-edge insights and time-tested, proven marketing, advertising, and sales promotion strategies from the leading practitioners in the industry. There's expert advice in every NTC Business Book. Copyright © Libri GmbH. All rights reserved.
