Integrated marketing communication : creative strategy from idea to implementation
Robyn Blakeman
| Year of publication: |
2007
|
|---|---|
| Authors: | Blakeman, Robyn |
| Publisher: |
Lanham, Md. [u.a.] : Rowman & Littlefield |
| Subject: | Marketing | Strategisches Management | Strategic management | Kommunikationsmedien | Communication media | Werbeplanung | Advertising planning |
| Description of contents: | Table of Contents [gbv.de] ; Table of Contents [loc.gov] |
| Extent: | VIII, 267 S. Ill. |
|---|---|
| Type of publication: | Book / Working Paper |
| Language: | English |
| Notes: | Includes index Introduction -- Integrated marketing communication -- IMC marketing plans -- Left- and right-brain selling points -- Branding and positioning -- Creative briefs and copy platforms -- The creative process -- Copywriting -- Campaigns -- Public relations -- Newspaper advertising -- Magazine advertising -- Radio advertising -- Television advertising -- Direct marketing -- Sales promotion -- The internet |
| ISBN: | 0-7425-2964-9 ; 978-0-7425-2964-9 |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10003383480