Integrated Marketing Communications
- 1st Edition - December 11, 1998
- Imprint: Butterworth-Heinemann
- Author: Tony Yeshin
- Language: English
- eBook ISBN:9 7 8 - 0 - 0 8 - 0 4 9 5 4 3 - 9
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… Read more
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Request a sales quoteIntegrated 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.
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.
Considers the important role and contribution of the tools of market research, and explores the key issues of branding, brand imagery, brand extensions and brand stretch
Carefully structured to give a complete picture of all components in modern marketing communications and the changing nature of the marketing communications environment
Provides an overview of the important dimensions of consumer and organizational buying behaviour
Carefully structured to give a complete picture of all components in modern marketing communications and the changing nature of the marketing communications environment
Provides an overview of the important dimensions of consumer and organizational buying behaviour
CIM Certificate and Diploma students, and business studies students (particularly those with marketing options).
Marketing communications: an overview; Understanding the marketplace; Product and service strategies; The integration of marketing communications; Managing the marketing communications mix; Choosing and using marketing communications agencies; Advertising; The development of advertising; Media and media planning; Sales promotion; Direct marketing; Public relations; Sponsorship and product placement; Corporate communications; International marketing communications; Future developments in marketing communications; Glossary of terms; Index.
- Edition: 1
- Published: December 11, 1998
- Imprint: Butterworth-Heinemann
- No. of pages: 320
- Language: English
- eBook ISBN: 9780080495439
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Tony Yeshin
Tony Yeshin is Senior Lecturer in Marketing at the University of Greenwich and course director on the CIM intensive diploma course. He previously held key management roles in both domestic and international advertising agencies and sales promotion companies. He is author of Inside Advertising prepared for the Institute of Practitioners in Advertising and co-author of the Integrated Marketing Communications CIM Coursebook.
Affiliations and expertise
Senior Lecturer in Marketing, University of Greenwich