Integrated Marketing Communications: A Systems Approach

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9780132056182: Integrated Marketing Communications: A Systems Approach

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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Using a systems approach, this book explores the vital link between the marketing communications mix and strategic marketing. This book focuses on the entire process of planning and managing the marketing communications tools to ensure the attainment of marketing and corporate-level goals. For those readers interested in Marketing Communications and Advertising and Promotion.

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M. Joseph Sirgy
Published by Prentice Hall College Div (1997)
ISBN 10: 0132056186 ISBN 13: 9780132056182
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