Integrated marketing communications
by
 
Ouwersloot, Hans.

Title
: 
Integrated marketing communications

Author
: 
Ouwersloot, Hans.

ISBN
: 
9780077111205

Personal Author
: 
Ouwersloot, Hans.

Edition
: 
European ed.

Publication Information
: 
London : McGraw-Hill, ©2008.

Physical Description
: 
xviii, 523 pages : illustrations ; 27 cm

Contents
: 
Marketing communication builds brands -- Brands and brand relationships -- Touch points: brand communication at work -- Consumer response -- IMC planning -- Creative message strategies -- Message execution -- Media characteristics -- The Internet and interactivity -- Media planning -- Building the brand: product placements, events, sponsorships and packaging -- Publicity and public relations -- Sales promotion -- Personal selling -- Direct marketing and customer service: the dialogue builder -- Social, ethical and legal issues -- International marketing communication -- Measurement, evaluation and effectiveness.

Subject Term
: 
Communication in marketing.
 
Communication in marketing. (OCoLC)fst00870196

Added Author
: 
Duncan, Tom (Thomas R.)


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