Developing an Integrated Marketing Plan (Paperback, 2nd Revised edition)

Developing an Integrated Marketing Plan introduces students to the fundamentals of integrated marketing communications. It shows readers how to create an 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. The book 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 cover evaluations of the plan and the importance of creating an integrated marketing communications campaign plan book. The second edition features new and expanded coverage throughout, as well as a new Chapter 2. This rewritten chapter prepares students to complete a hands-on activity as they read the book: the development of their own comprehensive integrated marketing plan, beginning with situation analysis and primary research, progressing through the development of marketing objectives, creative strategy, budget, and a media plan, and concluding with creative execution of the full plan. Based on the author's extensive experience as a professional marketer, Developing an Integrated Marketing Plan is well-suited to courses in marketing and advertising communication.

General

Imprint:	Cognella
Country of origin:	United States
Release date:	April 2019
Authors:	Eric Stewart Harvey
Dimensions:	229 x 152mm (L x W)
Format:	Paperback
Pages:	144
Edition:	2nd Revised edition
ISBN-13:	978-1-5165-2091-6
Categories:	Books > Business & Economics > Business & management > Sales & marketing > Sales & marketing management
LSN:	1-5165-2091-2
Barcode:	9781516520916

Is the information for this product incomplete, wrong or inappropriate? Let us know about it.

Does this product have an incorrect or missing image? Send us a new image.

Is this product missing categories? Add more categories.

Review This Product

No reviews yet - be the first to create one!