IMC : using advertising and promotion to build brands

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Title:

Author:

Duncan, Tom (Thomas R.)

ISBN:

9780256214765

9780071123310

Personal Author:

Duncan, Tom (Thomas R.)

Edition:

1st ed.

Publication Information:

Boston : McGraw-Hill, 2002.

Physical Description:

xxxii, 783 pages : illustrations (chiefly color) ; 29 cm.

Series:

The McGraw-Hill/Irwin series in marketing

McGraw-Hill/Irwin series in marketing.

Subject Term:

Branding (Marketing)

Brand name products -- Marketing -- Management.

Branding (Marketing) (OCoLC)fst01743755

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IMC goes beyond most books on the market today to concentrate not only on functions but also on integration and organization - the very foundations of effective marketing. Answering questions of "when to use, how to use, and who should be involved, " it provides concrete tools and strategies for managing the ongoing dialogue between buyers and sellers, creating and sending convincing brand messages, developing IT and database-driven communication -- and truly integrating the consumer into all aspects of B2B and B2C marketing.

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