广告、促销与整合营销传播:英文版 电子版 免费 pdf 下载 azw3 fb2 caj mobi

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PREFACE

Part One THE IMC FOUNDATION

1 INTEGRATED MARKETIN***UNICATIONS

The Nature of Communication

Integrated Marketing Communicationr/> Emerging Trends in Marketing Communicationr/> IMC Components and the Design of this Text

International Implicationr/> 2 BRAND MANAGEMENT

Corporate and Brand Image

Brand Names and Brand Typer/> Brand Logor/> Identifying the Desired Brand Image

Developing and Building Powerful Brandr/> Private Brandr/> Packaging

International Implicationr/> 3 BUYER BEH***IORS

Information Searches and the C***umer Purchasing Procer/> Evaluation of Alternativer/> Trends in the C***umer Buying Environment

Business-to-Business Buyer Behaviors and Influencer/> Types of Business-to-Business Saler/> The Business-to-Business Buying Procer/> Dual Channel Marketing

International Implicationr/> 4 THE IMC PLANNING PROCESS

Communicati*** Research

Market Segmentation by C***umer Groupr/> Business-to-Business Market Segmentation

Product Positioning

Marketing Communicationjectiver/> Types of Budgetr/> IMC Componentr/> Integrated Cam paigns in Action

Part Two IMC ADVERTISING TOOLS

5 ADVERTISING CAMPAIGN MANAGEMENT

Advertising Theory

The Impact of Advertising Expenditurer/> In-House Versus External Advertising Agencier/> Choosing an Agency

Roles of Advertising Personnel

Advertising Campaign Parameterr/> The Creative Brief

International Implicationr/> 6 ADVERTISING DESIGN

Message Strategier/> Types of Advertising Appealr/> Executional Frameworkr/> Sources and Spokespersonr/> 7 TRADITIONAL MEDIA CHANNELS

The Media Strategy

Media Planning

Advertising Terminology

Achieving Advertising Objectiver/> Media Selection

Media Mix

Media Selection in Business-to-Business Marketr/> Integrated Campaigns in Action

Part Three DIGITAL AND ALTERNATIVE MARKETING

8 DIGITAL MARKETING

Digital Marketing

Web 4.0

E-Commerce

Mobile Marketing

Digital Strategier/> Web Advertising

Search Engine Optimization (SEO)

International Implicationr/> 9 SOCIAL MEDIA

Social Networkr/> Social Media Siter/> Social Media Marketing

Social Media Marketing Strategier/> International Implicationr/> 10 ALTERNATIVE MARKETING

Alternative Marketing Programr/> Product Placements and Branded

Entertainment

Alternative Media Venuer/> In-Store Marketing

Brand Communitier/> International Implicationr/> Integrated Campaigns in Action

Part Four IMC PROMOTIONAL TOOLS

11 DATABASE AND DIRECT RESPONSE MARKETING ANT PERSONAL SELLING

Database Marketing

Database-Driven Marketing Communicationr/> Database-Driven Marketing Programr/> Direct Resp***e Marketing

Personal Selling

International Implicationr/> 12 SALES PROMOTIONS

C***umer Promoti*** vs. Trade Promotionr/> C***umer Promotionr/> Planning for C***umer Promotionr/> Trade Promotionr/> Concerns with Trade Promotionr/> International Implicationr/> 13 PUBLIC RELATIONS AND SPONSORSHIP PROGRAMS

Public Relationr/> Public Relati*** Functionr/> Creating Positive Image-Building Activitier/> Preventing or Reducing Image Damage

Sp***orshipr/> Event Marketing

International Implicationr/> Integrated Campaigns in Action

Part Five IMC ETHICS, REGULATION, AND EVALUATION

14 REGULATIONS AND ETHICAL CONCERNS

Marketing communicati*** Regulationr/> Deception versus Puffery

F*** Settlementr/> Industry Oversight of Marketing Practicer/> IMC and Ethicr/> Marketing and Ethicr/> Responding to Ethical Challenger/> International Implicationr/> 15 EVALUATING AN INTEGRATED MARKETING PROGRAM

Evaluation Metricr/> Matching Methods with IMC Objectiver/> Message Evaluationr/> Evaluation Criteria

Online Evaluation Metricr/> Behavioral Evaluationr/> International Implicationr/>

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