Integrated Marketing Communications

Price: 695.00 INR

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ISBN:

9780199464852

Publication date:

26/12/2016

Paperback

512 pages

241.0x184.0mm

Price: 695.00 INR

We sell our titles through other companies
Disclaimer :You will be redirected to a third party website.The sole responsibility of supplies, condition of the product, availability of stock, date of delivery, mode of payment will be as promised by the said third party only. Prices and specifications may vary from the OUP India site.

ISBN:

9780199464852

Publication date:

26/12/2016

Paperback

512 pages

241.0x184.0mm

First Edition

Kirti Dutta

Integrated Marketing Communications is a concise textbook designed to meet the needs of postgraduate management students specializing in marketing. With numerous industry examples, exhibits, and case studies, the book captures all aspects of marketing communications for readers to understand the processes and usage of effective communication.

Suitable for: Postgraduate management students specializing in marketing

Rights:  World Rights

First Edition

Kirti Dutta

Description

Integrated Marketing Communications is a concise textbook designed to meet the needs of postgraduate management students specializing in marketing. With numerous industry examples, exhibits, and case studies, the book captures all aspects of marketing communications for readers to understand the processes and usage of effective communication.

The book begins with an introduction to the concept of integrated marketing communications and the conducive environment for it. The book then goes on to discuss the marketing communication tools, such as advertising, sales promotion, direct marketing, personal selling, publicity and public relations, and the need for an IMC approach. The impact of new media is also covered with special focus on online advertising and mobile marketing. Important strategic aspects such as corporate image management, brand building, and integration of global marketing communication along with the ethical and social perspectives have been discussed at length too.

Besides management students, practitioners will also find this book very useful for its practice-oriented approach.

First Edition

Kirti Dutta

Table of contents

PART I INTRODUCTION TO IMC

  1. Introduction to IMC
  2. IMC Process
PART II UNDERSTANDING THE ENVIRONMENT
  1. Political and Regulatory Environment
  2. Sociocultural Environment
  3. Understanding the Advertising and Promotion World
  4. Understanding the Consumers
PART III PROMOTION TOOL—ADVERTISING
  1. Advertising Management
  2. Advertising Strategy
  3. Advertising Agency
  4. Point of Purchase Advertising
PART IV PROMOTION TOOL—SALES PROMOTION
  1. Sales Promotion Management
  2. Trade-oriented Sales Promotion
  3. Customer-oriented Sales Promotion
PART V PROMOTION TOOL—DIRECT MARKETING
  1. Direct Marketing Management
  2. Database Marketing
PART VI PROMOTION TOOL—PERSONAL SELLING
  1. Personal Selling Management
  2. Hiring and Motivating the Sales Force
PART VII PROMOTION TOOL—PUBLICITY AND PUBLIC RELATIONS
  1. Public Relations Management
  2. Event and Sponsorship Management
PART VIII NEW MEDIA
  1. Communication via New Media
  2. Mobile Marketing Communication
PART IX MARKETING COMMUNICATION AND STRATEGY
  1. Corporate Image Management and Brand Building
  2. Integrating Global Marketing Communication
  3. Monitoring and Evaluation
  4. Ethical and Social Perspectives

First Edition

Kirti Dutta

Features

  • Introduces the current trends and best practices and bases them on a sound theoretical background
  • Provides various industry insights and IMC practices of Indian and global companies
  • Includes exclusive chapters on point of purchase advertising, hiring and motivating sales force, mobile marketing, corporate image management, and brand building
  • Highlights emerging issues such as customer service, media management, media buying, event and sponsorship management, and online and mobile advertising

Online resources:
For Faculty
  • PowerPoint Slides
  • Instructor’s Manual
  • Additional MCQs
  • Videos

For Students
  • Flashcard Glossary

Description

Integrated Marketing Communications is a concise textbook designed to meet the needs of postgraduate management students specializing in marketing. With numerous industry examples, exhibits, and case studies, the book captures all aspects of marketing communications for readers to understand the processes and usage of effective communication.

The book begins with an introduction to the concept of integrated marketing communications and the conducive environment for it. The book then goes on to discuss the marketing communication tools, such as advertising, sales promotion, direct marketing, personal selling, publicity and public relations, and the need for an IMC approach. The impact of new media is also covered with special focus on online advertising and mobile marketing. Important strategic aspects such as corporate image management, brand building, and integration of global marketing communication along with the ethical and social perspectives have been discussed at length too.

Besides management students, practitioners will also find this book very useful for its practice-oriented approach.

Read More

Table of contents

PART I INTRODUCTION TO IMC

  1. Introduction to IMC
  2. IMC Process
PART II UNDERSTANDING THE ENVIRONMENT
  1. Political and Regulatory Environment
  2. Sociocultural Environment
  3. Understanding the Advertising and Promotion World
  4. Understanding the Consumers
PART III PROMOTION TOOL—ADVERTISING
  1. Advertising Management
  2. Advertising Strategy
  3. Advertising Agency
  4. Point of Purchase Advertising
PART IV PROMOTION TOOL—SALES PROMOTION
  1. Sales Promotion Management
  2. Trade-oriented Sales Promotion
  3. Customer-oriented Sales Promotion
PART V PROMOTION TOOL—DIRECT MARKETING
  1. Direct Marketing Management
  2. Database Marketing
PART VI PROMOTION TOOL—PERSONAL SELLING
  1. Personal Selling Management
  2. Hiring and Motivating the Sales Force
PART VII PROMOTION TOOL—PUBLICITY AND PUBLIC RELATIONS
  1. Public Relations Management
  2. Event and Sponsorship Management
PART VIII NEW MEDIA
  1. Communication via New Media
  2. Mobile Marketing Communication
PART IX MARKETING COMMUNICATION AND STRATEGY
  1. Corporate Image Management and Brand Building
  2. Integrating Global Marketing Communication
  3. Monitoring and Evaluation
  4. Ethical and Social Perspectives

Read More