TY  - BOOK
AU  - Yeshin, Tony.
TI  - Integrated marketing communications 1999-2000
SN  - 9788176491358 
U1  - 658.8 
PY  - 2000///
CY  - New Delhi
PB  - Viva Books
KW  - Communication in marketing.
KW  - Integriertes Management.
KW  - Marketing
KW  - Communication
N1  - Including Glossary & Index; 1. The nature of marketing communications.--
2. Marketing communications strategy - an overview.--
3. The theoretical background of marketing communications.--
4. The brand personality.--
5. Managing the marketing communications process.--
6. Determining the budget.--
7. The strategic use of market research.--
8. The strategic development of advertising.--
9. The strategic development of direct marketing.--
10. The strategic development of sales promotion.--
11. The strategic development of public relations.--
12. The development of corporate image and identity.--
13. Evaluation of different types of marketing communications campaigns.--
14. International marketing communications.--
15. Preparing for the examination
N2  - This workbook is designed for students studying for the Integrated Marketing Communications module of the CIM Diploma and has been revised to match the 1999 syllabus. It focuses on the management process associated with organizing and implementing marketing communications activities
ER  -