TY  - BOOK
AU  - Juska,Jerome M.
TI  - Integrated marketing communication: advertising and promotion in a digital world 
SN  - 9781000485684 (ePub ebook) :
U1  - 659.144 23
PY  - 2021///
CY  - London
PB  - Routledge
KW  - Internet advertising
KW  - Internet marketing
N1  - Previous edition: 2017; Academic; Includes bibliographical references and index; 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; Legal Deposit; Only available on premises controlled by the deposit library and to one user at any one time; The Legal Deposit Libraries (Non-Print Works) Regulations (UK)
ER  -