The Evolution Of Integrated Marketing Communications

Author : Don Schultz,Charles Patti,Philip Kitchen
Publisher : Routledge
Page : 143 pages
File Size : 47,7 Mb
Release : 2013-12-16
Category : Business & Economics
ISBN : 9781317979616

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The Evolution of Integrated Marketing Communications by Don Schultz,Charles Patti,Philip Kitchen Pdf

This book reviews, updates and enhances the basic concepts surrounding the academic theory and practice of Integrated Marketing Communication (IMC). Since the introduction of IMC in the late 1980s, the concept has spread around the world. In that expansion, many authors have written about IMC; practitioners have adopted and adapted the concept to fit their own market situations. Further, dramatic changes have occurred in the technologies used in marketing communications which consumers have accepted and employed in their consumption of marketers' messages and incentives. Thus, there have been dramatic changes in how IMC was initially envisioned and how it has developed over time. This book identifies and discusses these changes, how they have occurred and what they mean going forward for all types of marketers around the world. Thus, IMC, and indeed integration of communications at all organisational levels is an essential in the 21st century organisations. This book was published as a special issue of the Journal of Marketing Communications.

Author : Don Schultz,Charles H. Patti,Philip J. Kitchen
Publisher : Routledge
Page : 179 pages
File Size : 45,7 Mb
Release : 2013-12-16
Category : Business & Economics
ISBN : 9781317979609

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The Evolution of Integrated Marketing Communications by Don Schultz,Charles H. Patti,Philip J. Kitchen Pdf

This book reviews, updates and enhances the basic concepts surrounding the academic theory and practice of Integrated Marketing Communication (IMC). Since the introduction of IMC in the late 1980s, the concept has spread around the world. In that expansion, many authors have written about IMC; practitioners have adopted and adapted the concept to fit their own market situations. Further, dramatic changes have occurred in the technologies used in marketing communications which consumers have accepted and employed in their consumption of marketers' messages and incentives. Thus, there have been dramatic changes in how IMC was initially envisioned and how it has developed over time. This book identifies and discusses these changes, how they have occurred and what they mean going forward for all types of marketers around the world. Thus, IMC, and indeed integration of communications at all organisational levels is an essential in the 21st century organisations. This book was published as a special issue of the Journal of Marketing Communications.

Author : Ian Linton,Kevin Morley,Chartered Institute of Marketing
Publisher : Digital Press
Page : 135 pages
File Size : 47,8 Mb
Release : 1995
Category : Business & Economics
ISBN : 0750619384

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Integrated Marketing Communications by Ian Linton,Kevin Morley,Chartered Institute of Marketing Pdf

The Rover Group's highly controversial decision to move all its marketing support and communications programmes into one agency - Kevin Morley Marketing - highlighted the benefits of integrating above- and below-the-line marketing communications. It has also made it one of the hottest marketing topics of the decade. The integrated approach ensures a single, powerful communications strategy supporting the development of competitive advantage and the right level of professional communications support across all critical marketing activities, including sales force development, retailing, customer care, and relationship marketing. In practical terms that means consistent messages and visual standards across all communications media, strengthening the corporate image and providing better value for money and simpler administration.

Author : Philip J. Kitchen,Marwa E. Tourky
Publisher : Springer Nature
Page : 379 pages
File Size : 41,5 Mb
Release : 2022-01-03
Category : Business & Economics
ISBN : 9783030764166

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Integrated Marketing Communications by Philip J. Kitchen,Marwa E. Tourky Pdf

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.

Author : Philip J. Kitchen,Patrick de Pelsmacker
Publisher : Psychology Press
Page : 208 pages
File Size : 43,5 Mb
Release : 2004
Category : Communication in marketing
ISBN : 9780415314213

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Integrated Marketing Communications by Philip J. Kitchen,Patrick de Pelsmacker Pdf

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.

Author : Kwang-Yong Shin
Publisher : Springer Science & Business Media
Page : 148 pages
File Size : 48,9 Mb
Release : 2013-06-04
Category : Business & Economics
ISBN : 9783642380914

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The Executor of Integrated Marketing Communications Strategy: Marcom Manager’s Working Model by Kwang-Yong Shin Pdf

The book mainly addresses the following aspects: First, it systematically introduces the domestic and foreign research results, pointing out the key elements of the basic theory of IMC, according to a company’s present situation and the practice of IMC strategy. Second, according to the different characteristics of each organization, it provides various IMC organization structures, such as linear structure Model l, a virtual network and centralized type that focuses on individual interest, external types of the IMC organizational structures Model, etc., and suggestions for further study are also presented.

Author : Lynne Eagle,Barbara Czarnecka,Stephan Dahl,Jenny Lloyd
Publisher : Routledge
Page : 445 pages
File Size : 41,9 Mb
Release : 2014-08-27
Category : Business & Economics
ISBN : 9781317697756

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Marketing Communications by Lynne Eagle,Barbara Czarnecka,Stephan Dahl,Jenny Lloyd Pdf

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.

Author : Thomas Anning-Dorson,Robert E. Hinson,Henry Boateng,Albert Anani-Bossman,Ayça Can Kirgiz,Meenakshi Gujral
Publisher : Springer Nature
Page : 318 pages
File Size : 49,8 Mb
Release : 2021-10-28
Category : Business & Economics
ISBN : 9783030813291

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Marketing Communications in Emerging Economies, Volume I by Thomas Anning-Dorson,Robert E. Hinson,Henry Boateng,Albert Anani-Bossman,Ayça Can Kirgiz,Meenakshi Gujral Pdf

The first of this two-volume work brings to the fore marketing communication theories and concepts that are prominent in emerging economy contexts, and highlights the opportunities and challenges within these markets. Offering a distinctive meaning and importance to both the practice and the theory of marketing communications in emerging economies, this collection introduces the foundational issues of marketing communications as well as the broader marketing communication environment and how they impact on communication strategy development and implementation. With contributors from diverse disciplines, the book establishes the importance of linking customer value creation, national culture and the management process with the marketing communications strategy. It highlights the critical role of research, the changing trends in marketing communication in the digital age and the communication opportunities for small and large brands. This book is a useful tool for orporate executives, educators, students, policymakers and businesses on marketing communication in emerging markets.

Author : Larry Percy
Publisher : Routledge
Page : 403 pages
File Size : 48,5 Mb
Release : 2014-06-27
Category : Business & Economics
ISBN : 9781136776274

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Strategic Integrated Marketing Communications by Larry Percy Pdf

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

Author : Ludi Koekemoer
Publisher : Juta and Company Ltd
Page : 244 pages
File Size : 40,9 Mb
Release : 2010-10-30
Category : Advertising
ISBN : 0702177938

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Introduction to Integrated Marketing Communications by Ludi Koekemoer Pdf

Introduction to Marketing Communications looks at the variety of marketing communication tools used by advertising agencies today in pursuing brand success. In the current economic crisis and with rapidly advancing, ever-changing technological communication channels available, traditional above-the line advertising alone will not provide and improve results. Therefore, this introduction to IMC also considers and discusses New Technologies and opportunities provided by the World Wide Web, mobile media and social networking. With comprehensive Learning Outcomes, Key Learning Points and Self Assessment features for each chapter Introduction to Integrated Marketing Communications is an indispensable resource for marketing students and practitioners.

Author : Tony Yeshin
Publisher : Routledge
Page : 372 pages
File Size : 47,5 Mb
Release : 2012-05-23
Category : Business & Economics
ISBN : 9781136395062

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Integrated Marketing Communications by Tony Yeshin Pdf

Integrated Marketing Communications is a new text which will answer the key questions of what marketing communications is, how it works and why it is such a vital contemporary marketing function. It is a comprehensive and authoritative overview of this complex and rapidly evolving area. The author's long experience in the industry, and as a senior academic, ensures that the book is able to show how the communications process really works and how it can best be managed in a strategically and tactically cost effective manner. Throughout the book the framework of analysis, planning, implementation and control is used to help the student organize their approach to the complex decision making in the present communications environment. This is both an essential text and an indispensible reference resource and has been rigorously developed for undergraduates and postgraduates in Marketing and Business, and for the new CIM Certificate and Diploma exams in Business Communication, Promotional Practice and Marketing Communications.

Author : Kenneth E. Clow,William Chitty,Marshall,Donald Baack
Publisher : Unknown
Page : 0 pages
File Size : 46,9 Mb
Release : 2012
Category : Communication in marketing
ISBN : 0733992900

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Integrated Marketing Communications by Kenneth E. Clow,William Chitty,Marshall,Donald Baack Pdf

Author : Esther Thorson,Jeri Moore
Publisher : Psychology Press
Page : 408 pages
File Size : 46,6 Mb
Release : 1996
Category : Business & Economics
ISBN : 0805813918

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Integrated Communication by Esther Thorson,Jeri Moore Pdf

First Published in 1996. Routledge is an imprint of Taylor & Francis, an informa company.

Author : Eric Stewart Harvey,Eric Stewart Henry
Publisher : Unknown
Page : 112 pages
File Size : 45,5 Mb
Release : 2016-08-03
Category : Electronic
ISBN : 1516555430

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Integrated Marketing Communications by Eric Stewart Harvey,Eric Stewart Henry Pdf

A guidebook to the entire process from beginning to end, Developing an Integrated Marketing Plan introduces the fundamentals of integrated marketing communications. It shows students how to put together a creative and effective integrated marketing communications plan that can be used by both marketers and their clients. Students learn how an integrated marketing plan functions in the overall marketing communication environment. They learn how to conduct primary and secondary research and conduct a SWOT analysis. The book also discusses the role of the target market profile and how to define objectives and develop strategies. Other topics include establishing a budget and dealing with media objectives, strategy, and tactics. The final chapters of the text cover evaluations of the plan and the importance of creating an integrated marketing communications campaign plan book. Based on the author's extensive experience as a professional marketer, Developing an Integrated Marketing Plan is well-suited to courses in marketing and advertising communication.

Author : Ludi Koekemoer
Publisher : Juta and Company Ltd
Page : 596 pages
File Size : 45,6 Mb
Release : 2004
Category : Business & Economics
ISBN : 0702165093

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Marketing Communications by Ludi Koekemoer Pdf

Six marketing communication tools—advertising, personal selling, sales promotion, direct marketing, public relations, and sponsorship—are reviewed in this text for South African learners and practitioners. This fully updated edition focuses on recent developments in marketing communications, highlighting the use of the World Wide Web, e-mail, and instant messaging in marketing. The user friendly and interactive presentation for self-assessment makes this an outcome-based learning tool.