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Advertising and Integrated Marketing Communications by Kruti Shah is a nonfiction available to read on EtoBox.

What is Advertising and Integrated Marketing Communications about?

Title Contents Part One Understanding Integrated Marketing Communication 1. An Introduction to Integrated Marketing Communications 1.1 Understanding Marketing 1.2 Understanding Marketing Communication 1.3 Integrated Marketing Communication Summary Exercise Suggested Class Projects Critical Thinking Questions Case Study: Marketing the Jan Lokpal Bill Annexure 1.1: India Against Corruption Movement – Code of Conduct Annexure 1.2: IAC Guides Citizens in Organizing Public Meetings Annexure 1.3: History of Advertising in India Endnotes 2. IMC as an Integral Part of Marketing 2.1 The Marketing Strategy 2.2 The Marketing Mix Strategies Summary Exercise Suggested Class Projects Critical Thinking Questions Endnotes Part Two The IMC Programme Situational Analysis 3. Understanding Consumer Behaviour 3.2 The Buying Decision Process 3.3 Alternative Buying Decision Processes Summary Exercise Suggested Class Projects Critical Thinking Questions Case Study: Tata Nano: Did it Read the Consumer Right? Endnotes 4. Understanding the Communications Process 4.1 What is Communication? 4.2 Communication Response Hierarchy 4.3 Consumer Involvement 4.4 Processing Communications Cognitively Summary Exercise

Who reads Advertising and Integrated Marketing Communications?

Author

Kruti Shah

Publisher

McGraw Hill Education (India) Private Limited

Published

2014

Language

EN

ISBN

9781259026058

Category

nonfiction

Subjects

Business, Marketing, Sales & Marketing