책 이미지
책 정보
· 제목 : Principles of Integrated Marketing Communications (Paperback) 
· 분류 : 외국도서 > 경제경영 > 관리
· ISBN : 9781107649187
· 쪽수 : 401쪽
· 분류 : 외국도서 > 경제경영 > 관리
· ISBN : 9781107649187
· 쪽수 : 401쪽
목차
1. Communications barriers and planning the Integrated Marketing Communications (IMC); 2. Principles of generating insights; 3. Principles of brand positioning; 4. Principles of media planning and budgeting in advertising; 5. Traditional and digital media; 6. Principles of advertising creativity; 7. Planning and executing the creative appeal; 8. Principles of social influence; 9. Principles of using public relations, corporate reputation and sponsorship; 10. Principles of influence in personal selling; 11. Principles of direct marketing and sales promotion; 12. Principles of advertising: pretesting and campaign tracking; 13. An integrative review.
저자소개
추천도서
분야의 베스트셀러 >