Using a systems approach, this text explores the vital link between the marketing communications mix and strategic marketing. How-to in focus, it leads students step-by-step through the entire process of planning and managing the marketing communications tools to ensure the attainment of marketing and corporate-level goals. *Introduces the concept of integrated marketing communications (IMC), systems concepts used to build the systems model of IMC, and a specific systems model of IMC *Explores, in depth, the core of the systems model: strategy and tactics; viewing them as a process hierarchy or decision tree
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Book Description Book Condition: Brand New. Book Condition: Brand New. Bookseller Inventory # 97801320561821.0
Book Description Prentice Hall College Div, 1997. Hardcover. Book Condition: New. book. Bookseller Inventory # 0132056186
Book Description Prentice-Hall. Book Condition: New. pp. 312. Bookseller Inventory # 5265485