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Integrated Marketing Communications
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Now with a wider focus on the Asia Pacific region, this edition of Integrated Marketing Communications continues to offer a comprehensive and focused coverage of the local marketing communications environment. Emphasising the importance of integrated marketing communications in the contemporary commercial environment, the text examines the broader implications of advertising, before focusing on the range of promotion media used to communicate with target audiences. The latest technology-based media developments in marketing communications are covered, including internet social networks such as Facebook and MySpace, virtual worlds, web logs, rich media, email advertising, search engine advertising, advertising via behavioural targeting and viral marketing. A detailed explanation of marketing communication theory is aligned with contemporary marketing practices, allowing students to gain a solid theoretical foundation as well as a clear realisation of practical applications.
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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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