| Vorliegende Sprache |
eng |
| Hinweise auf parallele Ausgaben |
1762016141 Erscheint auch als (Druck-Ausgabe): ‡Kitchen, Philip J., 1953 - : Integrated marketing communications |
| ISBN |
978-3-030-76415-9 |
| 978-3-030-76417-3 |
| Name |
Kitchen, Philip J. ¬[VerfasserIn]¬ |
| Tourky, Marwa E. ¬[VerfasserIn]¬ |
| Name ANZEIGE DER KETTE |
Tourky, Marwa E. ¬[VerfasserIn]¬ |
| T I T E L |
Integrated Marketing Communications |
| Zusatz zum Titel |
A Global Brand-Driven Approach |
| Auflage |
2nd ed. 2022. |
| Verlagsort |
Cham |
| Cham |
| Verlag |
Springer International Publishing |
| Imprint: Palgrave Macmillan |
| Erscheinungsjahr |
2022 |
| 2022 |
| 2022 |
| Umfang |
1 Online-Ressource(X, 374 p. 199 illus., 188 illus. in color.) |
| Reihe |
Springer eBook Collection |
| Titelhinweis |
Erscheint auch als (Druck-Ausgabe): ‡Kitchen, Philip J., 1953 - : Integrated marketing communications |
| Erscheint auch als (Druck-Ausgabe)ISBN: 978-3-030-76415-9 |
| Erscheint auch als (Druck-Ausgabe)ISBN: 978-3-030-76417-3 |
| ISBN |
ISBN 978-3-030-76416-6 |
| Klassifikation |
KJS |
| BUS043000 |
| 658.8 |
| QP 630 |
| Kurzbeschreibung |
1. Introduction to Communicating Globally: An Integrated Marketing Approach -- 2. Transitioning in the Marketplaces and -spaces of 2020 and Beyond -- 3. The Global Marketplace -- 4. How Marketing Communication Works -- 5. Integrated Communication or Integrated Marketing Communication -- 6. Developing Integrated Global Marketing Communication Programs -- 7. Implementing the IGMC Strategy -- 8. Creative Execution: Gaining and Retaining Customers and Influencing Stakeholders -- 9. IGMC Drivers and Agency Interaction -- 10. Investments and Measurements: The Quest for the Holy Grail -- 11. The Way Forward: Overcoming Barriers with IGMC Solutions -- 12. Case Studies -- 13. ROCI Investment and Measurement Process: A Worked Example. |
| 2. Kurzbeschreibung |
Integrated Marketing Communications: A Global Brand-Driven Approach, 2nd edition presents an integrated and global framework to marketing communications, delivered in a highly readable, cohesive and succinct manner. Co-written by the internationally acclaimed leading experts in the field, Philip Kitchen & Marwa Tourky, this core text explores the best ways to communicate effectively both in the present and in the future. Taking a rigorous approach, the textbook provides a critical overview to the modern communications issues found in industry and society today. It offers a concise, stimulating approach in its coverage of IMC and combines insightful knowledge of trends in the global marketplace, consumer and stakeholder issues with wider adoption of a consumer-driven perspective, as well as a roadmap through the bewildering maze of marketing communications. Comprehensively updated and revised throughout to take into account recent industry developments, this new edition also offers a plan for brand building post-pandemic. This textbook is ideal for upper-level undergraduates and post-graduate students who would benefit from insightful knowledge of key trends and sharp insights into the important theories and considerations around marketing communications and IMC. |
| 1. Schlagwortkette |
Marketing |
| Kommunikationspolitik |
| ANZEIGE DER KETTE |
Marketing -- Kommunikationspolitik |
| SWB-Titel-Idn |
1785428365 |
| Signatur |
Springer E-Book |
| Bemerkungen |
Elektronischer Volltext - Campuslizenz |
| Elektronische Adresse |
$uhttps://doi.org/10.1007/978-3-030-76416-6 |
| Internetseite / Link |
Resolving-System |
