Implementing an Integrated Marketing Communications Strategy [electronic resource] : How to Benchmark and Improve Marketing Communications Planning in Your Business

Format:

Book

Author/Creator:

Hart, Norman.

Language:

English

Subjects (All):

Advertising media planning--Handbooks, manuals, etc.

Marketing--Management--Handbooks, manuals, etc.

Small business--Marketing--Handbooks, manuals, etc.

Local Subjects:

Advertising media planning--Handbooks, manuals, etc.

Marketing--Management--Handbooks, manuals, etc.

Small business--Marketing--Handbooks, manuals, etc.

Physical Description:

1 online resource (69 p.)

Place of Publication:

London : Thorogood Publishing, 1999.

Language Note:

English

Summary:

Just what is meant by marketing communications, or marcom as it is frequently called? How does it fit in with other corporate functions, and in particular how does it relate to business and marketing objectives? All the evidence indicates that the vast majority of companies are without a marcom plan. With the continuing growth in brand competition and an increasing number of undifferentiated products, the demand for better marketing communications has grown substantially. In order to be ahead and stay ahead of your competition, it is essential to integrate all your marketing communications as

Contents:

The author; Contents; Chapter 1: Integrated marketing communications planning; Chapter 2: The communications audit; Chapter 3: The ten point Marcom Plan

Notes:

Description based upon print version of record.

ISBN:

1-280-23291-9

9786610232918

1-85418-536-5

OCLC:

174132432