Developing an integrated marketing plan /
"A guidebook to the entire process from beginning to end, "Developing an integrated marketing plan" introduces the fundamentals of integrated marketing communications. It shows students how to put together a creative and effective integrated marketing communications plan that can be u...
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| Autor principal: | |
|---|---|
| Formato: | Libro |
| Lenguaje: | Inglés |
| Publicado: |
[San Diego, CA] :
Cognella Academic Publishing,
c2017.
|
| Edición: | 1st ed. |
| Materias: | |
| Aporte de: | Registro referencial: Solicitar el recurso aquí |
| LEADER | 01952cam a2200337Ia 4500 | ||
|---|---|---|---|
| 001 | 990000673890204151 | ||
| 005 | 20180327175439.0 | ||
| 008 | 170404s2017 caua b 000 0 eng d | ||
| 020 | |a 9781634879255 |q (pbk) | ||
| 020 | |a 1634879252 |q (pbk) | ||
| 020 | |a 9781634879262 |q (br) | ||
| 020 | |a 1634879260 |q (br) | ||
| 035 | |a (OCoLC)000067389 | ||
| 035 | |a (udesa)000067389USA01 | ||
| 035 | |a (OCoLC)981123878 | ||
| 035 | |a (OCoLC)990000673890204151 | ||
| 040 | |a U@S |b spa |c U@S | ||
| 043 | |a n-us--- | ||
| 049 | |a U@SA | ||
| 050 | 4 | |a HF5415.123 |b .H378 2017 | |
| 100 | 1 | |a Harvey, Eric Stewart. | |
| 245 | 1 | 0 | |a Developing an integrated marketing plan / |c Eric Stewart Harvey. |
| 250 | |a 1st ed. | ||
| 260 | |a [San Diego, CA] : |b Cognella Academic Publishing, |c c2017. | ||
| 300 | |a 106 p. : |b il. ; |c 26 cm. | ||
| 504 | |a Incluye referencias bibliográficas. | ||
| 520 | |a "A guidebook to the entire process from beginning to end, "Developing an integrated marketing plan" introduces the fundamentals of integrated marketing communications. It shows students how to put together a creative and effective integrated marketing communications plan that can be used by both marketers and their clients. Students learn how an integrated marketing plan functions in the overall marketing communication environment. They learn how to conduct primary and secondary research and conduct a SWOT analysis. The book also discusses the role of the target market profile and how to define objectives and develop strategies. Other topics include establishing a budget and dealing with media objectives, strategy, and tactics. The final chapters of the text cover evaluations of the plan and the importance of creating an integrated marketing communications campaign plan book."--Contratapa. | ||
| 650 | 0 | |a Communication in marketing. | |
| 650 | 0 | |a Marketing |x Management. | |
| 650 | 7 | |a Comunicación en el mercadeo. |2 UDESA | |
| 650 | 7 | |a Mercadeo |x Administración. |2 UDESA | |