Polyteknisk Boghandel

This book is an exciting European based text covering all elements of marketing communications. Unlike many marketing communications texts Integrated Marketing Communications, as its title suggests, takes an explicitly integrated approach to the subject. Whilst a number of the chapters have been contributed by experts in their field, David Pickton and Amanda Broderick have created a comprehensive and cohesive textbook. The result is a textbook with excellent pedagogy and a unified style and approach. The lively text design, European approach, use of colour and comprehensive coverage of the marketing communications mix elements make it ideal for all students and lecturers in this popular and growing area. The book is suitable for use on general marketing communications modules and in more specialist areas such as advertising, public relations, sales promotions and direct marketing.

Short contents Introduction to integrated marketing communications (The IMC Framework Model)
1. What is marketing communications?
2. What is integrated marketing communications?

PART ONE: THE INTEGRATED MARKETING COMMUNICATIONS PROCESS (THE IMC PROCESS MODEL) Integrating Case I- Concern
3. Creating shared meaning in marketing communications- the communications loop from sender to receiver
4. Marketing communications psychology
5. Media
6. e-Media
7. The changing marketing communications environment
8. The international context of marketing communications
9. Regulation and legal controls
10. Marketing communications ethics
11. Image and brand management
12. Customer/audience relationship management

PART TWO: MANAGING INTEGRATED MARKETING COMMUNICATIONS PLANNING (THE IMC RABOSTIC PLANNING MODEL) Integrating Case 2- Skoda
13. Marketing communications planing and plans
14. Organizational implications of integrated marketing communications
15. Agency operations
16. Research and analysis for integrated marketing communications decision-making
17. Identifying target audiences and profiling target markets
18. Setting budgets and allocating resources
19. Setting objectives, determining strategy and tactics
20. Creative implementation
21. Media implementation
22. Production implementation
23. Control and evaluation of integrated marketing communications

PART THREE: THE INTEGRATED MARKETING COMMUNICATIONS MIX (THE IMC MIX MODEL) Integrating Case- Pampers
24. Public relations
25. Sponsorship
26. Advertising
27. Direct marketing communication
28. Sale promotions, merchandising and point of sale
29. Packaging
30. Exhibitions and trade shows
31. Personal selling and sales management
Glossary
Index