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Integrated Marketing Communications
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New or Used: $142.70
New or Used: $142.70
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Table of Contents

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

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

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