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Synopsis
The Integrated Marketing Communications (IMC) Handbook is a comprehensive survey of the fast-growing field of integrated marketing communications, the new discipline that merges the fields of advertising, marketing, direct marketing, and marketing communications. Contents: Solving Marketing Problems with an Integrated Process What is a Brand (And Why Does it Matter?) Customer Relationship Management Creative Strategy in Integrated Marketing Communications An Introduction to Database Marketing Media Planning: The Business End of Advertising The Economics of Database Marketing Search Engine Optimization B2B Marketing B2B Lead Generation Consumer Privacy Multichannel Marketing History Matters: International Direct Marketing From 1981 Multicultural Marketing Contacts & Call Centres Social Media Marketing Mobile Marketing and the Mobile Decade DRTV & Integrated Marketing Plus 19 cases on B2B, B2C, and Non-Profits
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About the Author
Professor J. Stephen Kelly has taught marketing in the marketing department of DePaul University for more than twenty years. He has been on the boards of numerous professional organizations, including the Chicago Association of Direct Marketing Educational Foundation.
Synopsis
This handbook offers detailed information about solving marketing problems with an integrated solution.
"About this title" may belong to another edition of this title.
- PublisherRacom Communications
- Publication date2015
- ISBN 10 1933199067
- ISBN 13 9781933199061
- BindingPaperback
- LanguageEnglish
- Number of pages480
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