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Anglický jazyk
Integrated Marketing Communication
Autor: Robyn Blakeman
Now in its fourth edition, this comprehensive text offers a classroom-tested, step-by-step approach to the creative processes and strategies for effective integrated marketing communication (IMC). Robyn Blakeman covers key areas, from marketing plans, branding/positioning,... Viac o knihe
Na objednávku
69.84 €
bežná cena: 77.60 €
O knihe
Now in its fourth edition, this comprehensive text offers a classroom-tested, step-by-step approach to the creative processes and strategies for effective integrated marketing communication (IMC). Robyn Blakeman covers key areas, from marketing plans, branding/positioning, and creative briefs to copywriting, design, and considerations for each major media format. Throughout, the book explores visual and verbal tactics, along with the use of business theory and practices and how these affect the development of the creative message. This user-friendly introduction walks students through the varied strands of IMC, including advertising, PR, direct marketing, and sales promotion, in a concise and logical fashion. The fourth edition features ¿Twelve new case studies ¿Increased discussion of digital and social media opportunities ¿Content boxes comparing new and traditional media ¿End of chapter discussion questions ¿Comprehensive glossary of terms Student and instructor ancillaries available at http://textbooks.rowman.com/blakeman4e.
- Vydavateľstvo: Globe Pequot Publishing Group Inc/Bloomsbury
- Rok vydania: 2023
- Formát: Paperback
- Rozmer: 254 x 178 mm
- Jazyk: Anglický jazyk
- ISBN: 9781538176337
