Integrated marketing communication : advertising and promotion in a digital world / Jerome M. Juska.

By:

Juska, Jerome M [author.]

Material type: Text

TextPublisher: London : Routledge, 2021Edition: Second editionDescription: 1 online resource : illustrations (colour)Content type:

text
still image

Media type:

computer

Carrier type:

online resource

ISBN:

9781000485684 (ePub ebook) :
9781000485646 (PDF ebook) :
9780367443382 (ebook) :

Subject(s):

Additional physical formats: Print version :: No titleDDC classification:

659.144 23 JUI

Contents:

1. Artificial Intelligence: Another Digital Transformation for the Future of Marketing 2. Integrated Marketing Communication: Pathways for Brand Messages and Content 3. Marketing Research Methods: Collecting and Analyzing Input for Decision-Making 4. Objectives and Budgets: Planning, Allocating, and Implementing Financial Resources 5. Segmentation Strategies: Prioritizing Target Groups for Effective Brand Communication 6. Creativity Strategies and Advertising: The Storytelling Process, People, and Procedures 7. Digital Media Strategies: Owned and Shared Pathways for Delivering Brand Content 8. Legacy Media Strategies: Paid Pathways for National and Local Advertising Campaigns 9. Sales Promotion Strategies: Motivating Shoppers to React and Respond to Special Offers 10. Public Relations Strategies: Earned Media Coverage and Building Lasting Relationships 11. Brand Visibility Strategies: Displaying a Physical Presence and Using Personal Contact 12. B2B Communication Strategies: Retaining Customers and Discovering New Buyers

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Holdings
Item type	Current library	Call number	Copy number	Status	Date due	Barcode
Books	Central Library, SUST General Stacks	659.144 JUI (Browse shelf(Opens below))	1	Available		0077853
Books	Central Library, SUST General Stacks	659.144 JUI (Browse shelf(Opens below))	2	Available		0077852

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Previous edition: 2017.

Academic

Includes bibliographical references and index.

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