| Comtents Part One FROM MARKETING COMMUNICATION TO IMC 1 From Marketing Communication to IMC 2 Brands and Stakeholder ReLationships 3 IMC Partners and Cross-Functional Organization Part Two STRATEGIC FOUNDATIONS OF IMC 4 The Brand Communication Process 5 The Brand Decision Process 6 IMC Planning 7 Segmenting and Targeting 8 Data-Driven Communication Part Three CREATING,SENDING,AND RECEIVING BRAND MESSAGES 9 IMC Message Strategy 10 Brand Message Execution 11 Media Characteristics 12 The Internet and Interactive Media 13 Media Ptanning Patr Four MARKETING COMMUNICATION FUNCTIONS 14 Advertising: The AwarenessBuilder 15 PubUc Relations: The CredibilityBuilder 16 Sates Promotion: Intensifying Consideration 17 The Personal Connection: DirectResponse and Persona[ Sates 18 Experiential Contact: Events,Sponsorships, and Customer Service Part Five THE BIG PICTURE 19 Social, Ethical, and Legat Issues 20 Internationat Marketing Communication 21 Measurement, Evatuation, and Effectiveness Glossary Index |
内容加载中，请稍后...
商品评论（0条）