Integrated advertising, promotion, and marketing : communicating in a digital world

An Introduction to IMC -- Strategic Importance of IMC -- Segmentation, Targeting and Positioning -- Understanding Consumers -- The Process of Communication -- Creativity and Advertising Classification -- Media Strategy and Planning -- Traditional Media -- Internet and Mobile Marketing -- Social Media Marketing -- Sales and Trade Promotion -- Direct Marketing and Personal Selling -- Outdoor and Support Media -- Publicity and public relations -- Measuring the Effectiveness of Marketing Campaign -- Ethical, Social, and Regulatory Perspectives -- Global and Cultural Challenges.