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Strategic Marketing Communications
M. Joseph Sirgy
Don Rahtz
其他書名
A Systems Approach to IMC
出版
CENGAGE Learning Custom Publishing
, 2006-08
主題
Business & Economics / General
Business & Economics / Accounting / General
Business & Economics / Business Communication / General
Business & Economics / Marketing / General
Business & Economics / Sales & Selling / General
Education / Teaching / General
ISBN
1592602843
9781592602841
URL
http://books.google.com.hk/books?id=qlN_AAAACAAJ&hl=&source=gbs_api
註釋
Strategic Marketing Communications: A Systems Approach to IMC is a textbook written for advanced students (both undergraduate and graduate students) majoring in marketing, marketing communications, and advertising. This book helps students understand the art and science of strategic decisions in marketing communications by showing students how to make strategic marketing communications decisions using a systems approach. The system approach guides decision-making in a hierarchy: corporate, marketing, and marketing communications. Within each hierarchical level the decision-maker selects a strategy that is implemented by setting measurable objectives, developing tactics, and allocating resources. These decisions, in turn are managed by two processes: analysis/planning and monitoring/control. In this text, authors Joe Sirgy and Don Rahtz address societal issues and provide great detail about the various elements of the marketing communications mix, including advertising, sales promotion, reseller support, public relations, direct marketing, and word-of-mouth communications. Students are also provided with reader-friendly case studies, web exercises, and illustrations to bring many of the technical concepts to life.
