Integrated Marketing Communication
Language: English
Published by Routledge Nov 2021, 2021
- Hardcover
- New
Seller: Books-by-Floh, Paderborn, GermanyBooks-by-Floh
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Neuware -This textbook explores the continuing transformation of advertising, sales promotion, and public relations functions within the marketing discipline. It guides the reader through the process of developing and implementing a comprehensive Integrated Marketing Communication plan for companies, organizations, and brands. 332 pp. Englisch.
Seller Inventory # 9780367443368
- Title
- Integrated Marketing Communication
- Author
- Jerome M. Juska
- Publisher
- Routledge Nov 2021
- Publication year
- 2021
- Condition
- Neu
- Binding
- Buch
- Language
- English
- ISBN 10
- 0367443368
- ISBN 13
- 9780367443368
- Edition
- 2nd Edition
- Item weight
- 697 grams
- Dimensions
- 250x175x22 mm
Now in its second edition, this textbook explores the continuing transformation of advertising, sales promotion, and public relations functions within the marketing discipline. The content focuses on emerging new technologies, as well as established digital and legacy media, as the reader is guided through the process of developing and implementing a comprehensive Integrated Marketing Communication plan for companies, organizations, and brands.
Clear, concise, and practical, the book takes the reader through consumer, market, and competitive research; creative conceptualization; market segmentation, identification of a target audience, and brand positioning; as well as strategic decisions involving the timing, placement, and intensity of advertising, sales promotion, public relations, and brand visibility. The new edition emphasizes the importance of social media, website development, search engine optimization, mobile marketing, brand promotion events, and retail store connectivity. Updated to include more digital content with detailed international examples, this new edition adds four new chapters including Integrated Marketing Communication objectives, budgets, and metrics, legacy media planning, business-to-business marketing strategies, and innovative technologies with topics such as artificial intelligence, predictive analytics, synthetic media, virtual reality, and voice marketing.
Upper-level undergraduate and postgraduate students will appreciate this lucid, up-to-date text, as will business professionals in executive education and certificate programs. Experiential learning is provided with chapter assignments and a continuity case study woven into the textbook.
The second edition is also accompanied by robust online resources, including PowerPoint slides, chapter videos, lecture notes, classroom exercises, digital flash cards, test banks, an instructor resource book, and interactive templates for preparing an Integrated Marketing Communication Plan.
"Synopsis" may belong to another edition of this title.
About the Author
Jerome M. Juska is an Adjunct Professor at Seminole State University. Dr. Juska has taught advertising management at the University of Illinois, Northwestern University, and Franklin College in Lugano, Switzerland. He is also a consultant for agencies, media, and advertisers.
"About the title" may belong to another edition of this title.
Books-by-Floh
Paderborn, Germany
AbeBooks seller since March 13, 2026
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Books-by-Floh steht für ein breites, kuratiertes Buchsortiment aus einer Hand. Unser Fokus liegt auf Qualität, Vielfalt und zuverlässiger Abwicklung.
Wir führen Romane, Krimis, Thriller, Liebesromane, Lyrik, Anthologien, Mythologie, Fachbücher sowie Werke der Gegenwartsliteratur – für Leserinnen und Leser mit Anspruch.
Alle Artikel werden ausschließlich aus Deutschland versendet. Das garantiert kurze Lieferzeiten, transparente Prozesse und einen verlässlichen Service.
Unser Anspruch: unkomplizierter Einkauf, Bücher, die man gerne liest – heute und morgen.
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