| Description |
Belch, Belch, Kerr and Powell?s innovative text was the first to paint a picture of the shift from conventional advertising methods to the more widely recognised mix of an integrated marketing communication strategy. This second edition builds on the success of the market-leading first edition, recognising that advertising has become a blank canvas, where marketers must look beyond traditional media and conventional thinking to achieve success. The text has been extensively updated and is packed with exciting new material from Australia, New Zealand, Asia and around the world, catapulting readers into the business practices of the twenty-first century. |
| Key Features |
| Table of Contents |
PART 1: THE CONTEXT OF MARKETING COMMUNICATION Chapter 1 Where marketing communication began Chapter 2 Integrated marketing communication Chapter 3 Social, ethical and regulatory aspects PART 2: HOW MARKETING COMMUNICATION WORKS Chapter 4 The communication process Chapter 5 Starting with the consumer: developing consumer insight Chapter 6 Branding and building relationships with the database PART 3: PLANNING AND DECISION MAKING Chapter 7 Planning for IMC Chapter 8 Establishing objectives and budgeting for the IMC program Chapter 9 Message strategy and execution Chapter 10 Media and contact strategy Chapter 11 Media choices?evaluating media options Chapter 12 Measuring the effectiveness of the IMC program PART 4: MARKETING COMMUNICATION DISCIPLINES Chapter 13 Direct marketing Chapter 14 Interactive marketing Chapter 15 Public relations Chapter 16 Sales promotion Chapter 17 Personal selling |
| Supplements |
ISBN: 0073101281 Author(s): BELCH ISBN: 0073101303 Author(s): BELCH ISBN: 0073101311 Author(s): BELCH |
