國立虎尾科技大學 |

Integrated Marketing Communications = A Global Brand-Driven Approach /

紀錄類型:	書目-語言資料,印刷品 : Monograph/item
正題名/作者:	Integrated Marketing Communications/ by Philip J. Kitchen, Marwa E. Tourky.
其他題名:	A Global Brand-Driven Approach /
作者:	Kitchen, Philip J.
其他作者:	Tourky, Marwa E.
面頁冊數:	X, 374 p. 199 illus., 188 illus. in color.online resource. :
Contained By:	Springer Nature eBook
標題:	Marketing. -
電子資源:	https://doi.org/10.1007/978-3-030-76416-6
ISBN:	9783030764166

Integrated Marketing Communications = A Global Brand-Driven Approach /
Kitchen, Philip J.

Integrated Marketing CommunicationsA Global Brand-Driven Approach /[electronic resource] :by Philip J. Kitchen, Marwa E. Tourky. - 2nd ed. 2022. - X, 374 p. 199 illus., 188 illus. in color.online resource.

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.

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.

ISBN: 9783030764166

Standard No.: 10.1007/978-3-030-76416-6doiSubjects--Topical Terms:

557931
Marketing.

LC Class. No.: HF5410-5417.5

Dewey Class. No.: 658.8

Integrated Marketing Communications = A Global Brand-Driven Approach /
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