國立高雄大學圖資館 |

Language: English

Back

Integrated marketing communicationsa global brand-driven approach /

Record Type:	Electronic resources : Monograph/item
Title/Author:	Integrated marketing communicationsby Philip J. Kitchen, Marwa E. Tourky.
Reminder of title:	a global brand-driven approach /
Author:	Kitchen, Philip J.
other author:	Tourky, Marwa E.
Published:	Cham :Springer International Publishing :2022.
Description:	x, 374 p. :ill., digital ;24 cm.
Contained By:	Springer Nature eBook
Subject:	Communication in marketing.
Online resource:	https://doi.org/10.1007/978-3-030-76416-6
ISBN:	9783030764166$q(electronic bk.)

Integrated marketing communicationsa global brand-driven approach /
Kitchen, Philip J.

Integrated marketing communicationsa global brand-driven approach /[electronic resource] :by Philip J. Kitchen, Marwa E. Tourky. - Second edition. - Cham :Springer International Publishing :2022. - x, 374 p. :ill., digital ;24 cm.

1. Introduction to Communicating Globally: An Integrated Marketing Approach -- 2. Transitioning in the Marketplaces and -spaces of 2020 and Beyond -- 3. The Global Marketplace -- 4. How Marketing Communication Works -- 5. Integrated Communication or Integrated Marketing Communication -- 6. Developing Integrated Global Marketing Communication Programs -- 7. Implementing the IGMC Strategy -- 8. Creative Execution: Gaining and Retaining Customers and Influencing Stakeholders -- 9. IGMC Drivers and Agency Interaction -- 10. Investments and Measurements: The Quest for the Holy Grail -- 11. The Way Forward: Overcoming Barriers with IGMC Solutions -- 12. Case Studies -- 13. ROCI Investment and Measurement Process: A Worked Example.

Integrated Marketing Communications: A Global Brand-Driven Approach, 2nd edition presents an integrated and global framework to marketing communications, delivered in a highly readable, cohesive and succinct manner. Co-written by the internationally acclaimed leading experts in the field, Philip Kitchen & Marwa Tourky, this core text explores the best ways to communicate effectively both in the present and in the future. Taking a rigorous approach, the textbook provides a critical overview to the modern communications issues found in industry and society today. It offers a concise, stimulating approach in its coverage of IMC and combines insightful knowledge of trends in the global marketplace, consumer and stakeholder issues with wider adoption of a consumer-driven perspective, as well as a roadmap through the bewildering maze of marketing communications. Comprehensively updated and revised throughout to take into account recent industry developments, this new edition also offers a plan for brand building post-pandemic. This textbook is ideal for upper-level undergraduates and post-graduate students who would benefit from insightful knowledge of key trends and sharp insights into the important theories and considerations around marketing communications and IMC.

ISBN: 9783030764166$q(electronic bk.)

Standard No.: 10.1007/978-3-030-76416-6doiSubjects--Topical Terms:

201651
Communication in marketing.

LC Class. No.: HF5415.123 / .K58 2022

Dewey Class. No.: 658.802

Integrated marketing communicationsa global brand-driven approach /
LDR:03095nmm a2200349 a 4500 001 618816
003 DE-He213
005 20220103121942.0
006 m d
007 cr nn 008maaau
008 221103s2022 sz s 0 eng d
020 $a 9783030764166$q(electronic bk.)
020 $a 9783030764159$q(paper)
024 7 $a 10.1007/978-3-030-76416-6 $2 doi
035 $a 978-3-030-76416-6
040 $a GP $c GP
041 0 $a eng
050 4 $a HF5415.123 $b .K58 2022
072 7 $a KJS $2 bicssc
072 7 $a BUS043000 $2 bisacsh
072 7 $a KJS $2 thema
072 7 $a KJSM $2 thema
082 0 4 $a 658.802 $2 23
090 $a HF5415.123 $b .K62 2022
100 1 $a Kitchen, Philip J. $3 209582
245 1 0 $a Integrated marketing communications $h [electronic resource] : $b a global brand-driven approach / $c by Philip J. Kitchen, Marwa E. Tourky.
250 $a Second edition.
260 $a Cham : $b Springer International Publishing : $b Imprint: Palgrave Macmillan, $c 2022.
300 $a x, 374 p. : $b ill., digital ; $c 24 cm.
505 0 $a 1. Introduction to Communicating Globally: An Integrated Marketing Approach -- 2. Transitioning in the Marketplaces and -spaces of 2020 and Beyond -- 3. The Global Marketplace -- 4. How Marketing Communication Works -- 5. Integrated Communication or Integrated Marketing Communication -- 6. Developing Integrated Global Marketing Communication Programs -- 7. Implementing the IGMC Strategy -- 8. Creative Execution: Gaining and Retaining Customers and Influencing Stakeholders -- 9. IGMC Drivers and Agency Interaction -- 10. Investments and Measurements: The Quest for the Holy Grail -- 11. The Way Forward: Overcoming Barriers with IGMC Solutions -- 12. Case Studies -- 13. ROCI Investment and Measurement Process: A Worked Example.
520 $a Integrated Marketing Communications: A Global Brand-Driven Approach, 2nd edition presents an integrated and global framework to marketing communications, delivered in a highly readable, cohesive and succinct manner. Co-written by the internationally acclaimed leading experts in the field, Philip Kitchen & Marwa Tourky, this core text explores the best ways to communicate effectively both in the present and in the future. Taking a rigorous approach, the textbook provides a critical overview to the modern communications issues found in industry and society today. It offers a concise, stimulating approach in its coverage of IMC and combines insightful knowledge of trends in the global marketplace, consumer and stakeholder issues with wider adoption of a consumer-driven perspective, as well as a roadmap through the bewildering maze of marketing communications. Comprehensively updated and revised throughout to take into account recent industry developments, this new edition also offers a plan for brand building post-pandemic. This textbook is ideal for upper-level undergraduates and post-graduate students who would benefit from insightful knowledge of key trends and sharp insights into the important theories and considerations around marketing communications and IMC.
650 0 $a Communication in marketing. $3 201651
650 1 4 $a Marketing. $3 182957
700 1 $a Tourky, Marwa E. $3 918778
710 2 $a SpringerLink (Online service) $3 273601
773 0 $t Springer Nature eBook
856 4 0 $u https://doi.org/10.1007/978-3-030-76416-6
950 $a Business and Management (SpringerNature-41169)