Integrated Marketing Communications (Record no. 54594)
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| 000 -LEADER | |
|---|---|
| fixed length control field | nam a22 7a 4500 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| ISBN | 9780199464852 |
| 082 ## - DEWEY DECIMAL CLASSIFICATION NUMBER | |
| Classification number | 658.802 K6397 I |
| Item number | 102775 |
| 100 ## - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Kirti Dutta |
| 245 ## - TITLE STATEMENT | |
| Title | Integrated Marketing Communications |
| 250 ## - EDITION STATEMENT | |
| Edition statement | 1st ed. |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. | |
| Place of publication | New Delhi |
| Name of publisher | Oxford University Press |
| Date of publication | 2016 |
| 300 ## - PHYSICAL DESCRIPTION | |
| Number of Pages | 489 |
| 500 ## - GENERAL NOTE | |
| General note | Integrated Marketing Communications is a concise textbook designed to meet the needs of postgraduate management students specializing in marketing. With numerous industry examples, exhibits, and case studies, the book captures all aspects of marketing communications for readers to understand the processes and usage of effective communication.<br/><br/>The book begins with an introduction to the concept of integrated marketing communications and the conducive environment for it. The book then goes on to discuss the marketing communication tools, such as advertising, sales promotion, direct marketing, personal selling, publicity and public relations, and the need for an IMC approach. The impact of new media is also covered with special focus on online advertising and mobile marketing. Important strategic aspects such as corporate image management, brand building, and integration of global marketing communication along with the ethical and social perspectives have been discussed at length too.<br/><br/>Besides management students, practitioners will also find this book very useful for its practice-oriented approach. |
| 505 ## - FORMATTED CONTENTS NOTE | |
| Formatted contents note | PART I INTRODUCTION TO IMC<br/><br/> Introduction to IMC<br/> IMC Process<br/><br/>PART II UNDERSTANDING THE ENVIRONMENT<br/><br/> Political and Regulatory Environment<br/> Sociocultural Environment<br/> Understanding the Advertising and Promotion World<br/> Understanding the Consumers<br/><br/>PART III PROMOTION TOOL—ADVERTISING<br/><br/> Advertising Management<br/> Advertising Strategy<br/> Advertising Agency<br/> Point of Purchase Advertising<br/><br/>PART IV PROMOTION TOOL—SALES PROMOTION<br/><br/> Sales Promotion Management<br/> Trade-oriented Sales Promotion<br/> Customer-oriented Sales Promotion<br/><br/>PART V PROMOTION TOOL—DIRECT MARKETING<br/><br/> Direct Marketing Management<br/> Database Marketing<br/><br/>PART VI PROMOTION TOOL—PERSONAL SELLING<br/><br/> Personal Selling Management<br/> Hiring and Motivating the Sales Force<br/><br/>PART VII PROMOTION TOOL—PUBLICITY AND PUBLIC RELATIONS<br/><br/> Public Relations Management<br/> Event and Sponsorship Management<br/><br/>PART VIII NEW MEDIA<br/><br/> Communication via New Media<br/> Mobile Marketing Communication<br/><br/>PART IX MARKETING COMMUNICATION AND STRATEGY<br/><br/> Corporate Image Management and Brand Building<br/> Integrating Global Marketing Communication<br/> Monitoring and Evaluation<br/> Ethical and Social Perspectives<br/> |
| 650 ## - SUBJECT ADDED ENTRY -- TOPICAL TERM | |
| Topical Term | Communication in marketing |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Koha item type | Books |
| Withdrawn status | Lost status | Damaged status | Not for loan | Collection code | Home library | Current library | Shelving location | Date acquired | Purchase price | Full call number | Barcode | Date last seen | Koha item type |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Non-fiction | Prajna Pratishthanam Library | Prajna Pratishthanam Library | Management | 09/05/2018 | 595.00 | 658.802 K6397 I 102775 | 102775 | 09/05/2018 | Books | ||||
| Non-fiction | Prajna Pratishthanam Library | Prajna Pratishthanam Library | Management | 09/05/2018 | 595.00 | 658.802 K6397 I 102775 | 102776 | 09/05/2018 | Books | ||||
| Non-fiction | Prajna Pratishthanam Library | Prajna Pratishthanam Library | Management | 09/05/2018 | 595.00 | 658.802 K6397 I 102775 | 102777 | 09/05/2018 | Books | ||||
| Non-fiction | Prajna Pratishthanam Library | Prajna Pratishthanam Library | Management | 09/05/2018 | 595.00 | 658.802 K6397 I 102775 | 102778 | 09/05/2018 | Books |