Marketing communication is one of the most important functions in an organisation. To gain a competitive edge, organisations must inform and convince customers that their products or services offer better value than competing products. Integrating the various marketing communication vehicles that are available to convey brand, value offering and competitive standing is imperative for optimum success. Integrated marketing communication provides a solid interpretation of all the major marketing communication mix elements.
Integrated marketing communication also presents a practical, holistic and integrated approach to advertising, personal selling, publicity, public relations (from both a corporate and a brand perspective), sponsorship, direct marketing and digital communication in the new economy. This new edition has been updated in terms of theory and South African market statistics, and a description of measurement techniques has been added. It discusses media alternatives and provides an integrated marketing planning framework to facilitate a seamless integration of all the elements to build brands and create brand equity. Learning objectives, case studies, examples and review questions facilitate a clear understanding of the subject.
Integrated marketing communication is aimed at both undergraduate and postgraduate marketing students, as well as at practitioners who would find the book useful as a reference work.
Chapter 1: Introduction to integrated marketing communication
Chapter 2: Integrated marketing communication planning
Chapter 3: Advertising
Chapter 4: Media management
Chapter 5: Personal selling
Chapter 6: Sales promotion
Chapter 7: Public relations and publicity
Chapter 8: Sponsorship
Chapter 9: Direct marketing
Chapter 10: Digital communication
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