The Evolution of Integrated Marketing Communications
The Customer-driven Marketplace
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ISBN-13:
9781138008946
Veröffentl:
2014
Erscheinungsdatum:
04.07.2014
Seiten:
136
Autor:
Don Schultz
Gewicht:
249 g
Format:
244x173x8 mm
Sprache:
Englisch
Beschreibung:
This book identifies and discusses the changes that integrated marketing communication (IMC) has meant to the marketplace, how they have occurred and what they mean for all types of marketers around the world.
1. Introduction: The evolution of IMC: IMC in a customer-driven marketplace Don E. Schultz and Charles H. Patti 2. Integrated marketing communications: From media channels to digital connectivity Frank Mulhern 3. Integrated marketing communications measurement and evaluation Michael T. Ewing 4. Apples, oranges and fruit salad: A Delphi study of the IMC educational mix Gayle Kerr 5. Building strong brands in a modern marketing communications environment Kevin Lane Keller 6. The primacy of the consumer in IMC: Espousing a personalist view and ethical implications Jerry G. Kliatchko 7. Rethinking marketing communication: From integrated marketing communication to relationship communication Åke Finne and Christian Grönroos 8. IMC: New horizon/false dawn for a marketplace in turmoil? Philip J. Kitchen and Don E. Schultz
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