Can I read Integrated Marketing Communication : Advertising and Promotion in a Digital World on EtoBox?

Integrated Marketing Communication : Advertising and Promotion in a Digital World by Juska, Jerome M. is a nonfiction available to read on EtoBox.

What is Integrated Marketing Communication : Advertising and Promotion in a Digital World about?

This book is an up-to-date resource that shows students how to achieve their marketing objectives through a campaign that coordinates marketing, advertising, and promotion. It provides essential information about planning, implementing, and assessing a comprehensive marketing plan to help students appreciate integrated marketing communications as a business strategy. The author describes the processes and considerations needed to appeal to consumers, identifying how geographic segmentation, timing, competitive environments, and cost contribute to planning. He considers the integration of digital technology, such as social media platforms and mobile apps, and how these can be used for advertising, sales promotion, and public relations. The book's concise, easy to read explanation of marketing components and their interconnected relationships is solidified by a series of visual summaries as well as examples and useful demonstrations. Students are given the opportunity to prepare their own integrated marketing communication plan based on consumer, product, and market research along with original creative materials and media spreadsheets. Students of marketing communication, advertisin

Who reads Integrated Marketing Communication : Advertising and Promotion in a Digital World?

Author

Juska, Jerome M.

Publisher

Taylor & Francis Group; Routledge

Published

2017

Language

EN

ISBN

9781138695436

Category

nonfiction

Subjects

Business, Management, Marketing