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Integrated marketing communications - 3a ed - Cengage Learning, 2012 - 424 p. ; 28 cm.

3rd asia pacific edition

pt. 1. The marketing communication process: a Conceptual Framework -- Ch. 1. Integrated marketing communications and brand equity enhancement ---- Ch. 2. The communication process ---- Ch. 3. Persuasion in marketing communications ---- Ch. 4. Market segmentation and brand positioning ---- pt. 2. Advertising management ---- Ch. 5. Advertising management ---- Ch. 6. Advertising strategy and implementation ---- pt. 3. Media strategies ---- Ch. 7. Broadcast media ---- Ch. 8. Print and support media ---- Ch. 9. Digital marketing ---- Ch. 10. Media planning and analysis ---- pt. 4. Elements of integrated marketing communications ---- Ch. 11. Direct marketing ---- Ch. 12. Sales promotion ---- Ch. 13. Marketing public relations and sponsorship marketing ---- Ch. 14. Personal selling ---- Ch. 15. Evaluating advertising effectiveness.--

This 3rd edition of Integrated Marketing Communications continues to offer comprehensive and focussed coverage of the Asia Pacific marketing communications environment

ISBN: 9780170191548

Subjects--Uniform Titles:
HF COMMERCE

Subjects--Topical Terms:
Communication in marketing--Pacific Area
Sales promotion
Marketing--Pacific Area