Integrated Marketing Communication

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.
Author:
G. Cook F. du Plessis N. van Heerden

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Short Description

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.

Long description

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.

Product details

Author:
G. Cook, F. du Plessis, N. van Heerden
Editor:
Gordon Cook, Flip du Plessis, Neels Van Heerden
Format:
Paperback
Imprint:
VAN SCHAIK
Publisher:
VAN SCHAIK
Edition:
3rd ed
ISBN:
9780627027956
Audience:
Academic
Pages:
411
Width (mm):
170
Length (mm):
245

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