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Author: Katja Dienel Publisher: diplom.de ISBN: 3832497986 Category : Business & Economics Languages : en Pages : 70
Book Description
Inhaltsangabe:Abstract: Since the 1990s Integrated Marketing Communications (IMC) has particularly influenced both the theory and practice of communication management. The complex and evolving shift from the nineteenth century product centred approach to that of the twentieth century customer and twenty-first century stakeholder approaches has necessitated the adaptation of the concept. Integrated Marketing Communications (IMC) has evolved from the roots of psychology, marketing and mass communication. Despite its respected lineage, however, IMC remains an immature field that has struggled to establish its own unique body of literature. A key milestone in IMC s emerge occurred in 1991, when a task force of academics and professionals was formed in an effort to agree on such fundamental issues as the most appropriate terminology and definition of the IMC concept. Interestingly, the task force actually debated the use of at least three different terms which were integrated communications , total communications , and IMC . Although the task force did not forge a clear consensus on which term to use, IMC emerged as most commonly cited option and began to enter the mainstream of mass communications and marketing discussions in the early 1990s. Therefore literature in this paper is used as if it had intended to refer to integrated marketing communications. IMC is aiming to provide a consistent and effective message to the customers and other stakeholders as strategic consistency would lead to an increased brand value providing a competitive advantage for the given company. From this perspective IMC is a supportive concept. Yet, in practice, IMC has never been fully embraced. One of the most significant hindrances to IMC adaptation within a corporation has been the lack of agreement on a variable organisational structure. The purpose of this paper is to investigate proposed implementation structures and evaluate their impact in practice. It will identify both the benefits and limitation of these concepts. This paper will suggest the theoretical adaptation of change management within the IMC process as a pathway to practical success. To provide an introduction to the topic, chapter one stresses the historical development of the marketplace verifying the need of integrated marketing communications practices. It is, in addition, presenting the evolving nature of the concept, followed by offering definitions this paper will be based on. Chapter [...]
Author: Katja Dienel Publisher: diplom.de ISBN: 3832497986 Category : Business & Economics Languages : en Pages : 70
Book Description
Inhaltsangabe:Abstract: Since the 1990s Integrated Marketing Communications (IMC) has particularly influenced both the theory and practice of communication management. The complex and evolving shift from the nineteenth century product centred approach to that of the twentieth century customer and twenty-first century stakeholder approaches has necessitated the adaptation of the concept. Integrated Marketing Communications (IMC) has evolved from the roots of psychology, marketing and mass communication. Despite its respected lineage, however, IMC remains an immature field that has struggled to establish its own unique body of literature. A key milestone in IMC s emerge occurred in 1991, when a task force of academics and professionals was formed in an effort to agree on such fundamental issues as the most appropriate terminology and definition of the IMC concept. Interestingly, the task force actually debated the use of at least three different terms which were integrated communications , total communications , and IMC . Although the task force did not forge a clear consensus on which term to use, IMC emerged as most commonly cited option and began to enter the mainstream of mass communications and marketing discussions in the early 1990s. Therefore literature in this paper is used as if it had intended to refer to integrated marketing communications. IMC is aiming to provide a consistent and effective message to the customers and other stakeholders as strategic consistency would lead to an increased brand value providing a competitive advantage for the given company. From this perspective IMC is a supportive concept. Yet, in practice, IMC has never been fully embraced. One of the most significant hindrances to IMC adaptation within a corporation has been the lack of agreement on a variable organisational structure. The purpose of this paper is to investigate proposed implementation structures and evaluate their impact in practice. It will identify both the benefits and limitation of these concepts. This paper will suggest the theoretical adaptation of change management within the IMC process as a pathway to practical success. To provide an introduction to the topic, chapter one stresses the historical development of the marketplace verifying the need of integrated marketing communications practices. It is, in addition, presenting the evolving nature of the concept, followed by offering definitions this paper will be based on. Chapter [...]
Author: Larry Percy Publisher: Routledge ISBN: 1136776206 Category : Business & Economics Languages : en Pages : 335
Book Description
An essential book for today's marketer now that integrated marketing communications form a critical success factor in building strong brands and strong companies This new edition is still the only textbook on the market to deal with all aspects of IMC from a strategic perspective Corporate image, identity and reputation have never been more important and this book unlocks the key factors in achieving and enhancing this Integrated Marketing Communications is not just about utilizing different communication options in your marketing campaign; it is about planning in a systematic way to determine the most effective and consistent message for your target audience. As such, it depends upon identifying the best positioning, generating positive brand attitude, a consistent reinforcement of the brand's message through IMC channels, and ensuring that all marketing communication supports the company's overall identity, image, and reputation. This textbook is a roadmap to achieving this, thoroughly updated to reflect the dynamic changes in the area since the first edition was published. New to this edition: New sections on social media and now to integrate them into your marketing function New chapter on message development and an enhanced chapter on the IMC plan Robust pedagogy to help reinforce learning and memory Enhanced teaching materials online to help lecturers prepare their courses Brand new real-life case study vignettes
Author: Larry Percy Publisher: Routledge ISBN: 0750679808 Category : Business & Economics Languages : en Pages : 324
Book Description
Integrated Marketing Communications is planning in a systematic way to determine the most effective and consistent message for appropriate target audiences. This comprehensive new textbook deals with all aspects of Integrated Marketing Communication from a strategic perspective.
Author: Thomas R. Duncan Publisher: ISBN: Category : Brand name products Languages : en Pages : 824
Book Description
This is an applied text with a strong brand message. Most texts on the market teach functions but neglect integration and organization, which should be the very foundation of Marketing. This text answers the questions of "when to use, how to use, and who should be involved" in the interrelated functions of Marketing today. This text also teaches the cost effectiveness of developing brand relationship (managing the ongoing dialogue between buyer and seller)and how to truly integrate the consumer into Business-to-business marketing vs. Business-to-consumer marketing (B2B and B2C).
Author: Răzvan Gelca Publisher: Springer ISBN: 3319589881 Category : Mathematics Languages : en Pages : 857
Book Description
This book takes the reader on a journey through the world of college mathematics, focusing on some of the most important concepts and results in the theories of polynomials, linear algebra, real analysis, differential equations, coordinate geometry, trigonometry, elementary number theory, combinatorics, and probability. Preliminary material provides an overview of common methods of proof: argument by contradiction, mathematical induction, pigeonhole principle, ordered sets, and invariants. Each chapter systematically presents a single subject within which problems are clustered in each section according to the specific topic. The exposition is driven by nearly 1300 problems and examples chosen from numerous sources from around the world; many original contributions come from the authors. The source, author, and historical background are cited whenever possible. Complete solutions to all problems are given at the end of the book. This second edition includes new sections on quad ratic polynomials, curves in the plane, quadratic fields, combinatorics of numbers, and graph theory, and added problems or theoretical expansion of sections on polynomials, matrices, abstract algebra, limits of sequences and functions, derivatives and their applications, Stokes' theorem, analytical geometry, combinatorial geometry, and counting strategies. Using the W.L. Putnam Mathematical Competition for undergraduates as an inspiring symbol to build an appropriate math background for graduate studies in pure or applied mathematics, the reader is eased into transitioning from problem-solving at the high school level to the university and beyond, that is, to mathematical research. This work may be used as a study guide for the Putnam exam, as a text for many different problem-solving courses, and as a source of problems for standard courses in undergraduate mathematics. Putnam and Beyond is organized for independent study by undergraduate and gradu ate students, as well as teachers and researchers in the physical sciences who wish to expand their mathematical horizons.
Author: Sandra Ernst Moriarty Publisher: ISBN: 9781292017396 Category : Advertising Languages : en Pages : 669
Book Description
For introductory courses in advertising An accessible, well-written, and student-friendly approach to advertising. Advertising tracks the changes in today's dynamic world of media and marketing communication-as well as the implications of these changes to traditional practice-and presents them to students through an accessible, well-written approach. The Tenth edition highlights the increasing importance of consumers as the driving force in today's advertising strategies, social media, and the Internet evolution/revolution. It also includes an increased IMC and brand focus.
Author: Robyn Blakeman Publisher: Rowman & Littlefield ISBN: 1538176343 Category : Business & Economics Languages : en Pages : 393
Book Description
Now in its fourth edition, this comprehensive text offers a classroom-tested, step-by-step approach to the creative processes and strategies for effective integrated marketing communication (IMC). Robyn Blakeman covers key areas, from marketing plans, branding/positioning, and creative briefs to copywriting, design, and considerations for each major media format. Throughout, the book explores visual and verbal tactics, along with the use of business theory and practices and how these affect the development of the creative message. This user-friendly introduction walks students through the varied strands of IMC, including advertising, PR, direct marketing, and sales promotion, in a concise and logical fashion. The fourth edition features Twelve new case studies Increased discussion of digital and social media opportunities Content boxes comparing new and traditional media End of chapter discussion questions Comprehensive glossary of terms Student and instructor ancillaries available at http: //textbooks.rowman.com/blakeman4e.
Author: Shelly Rodgers Publisher: Routledge ISBN: 1351208292 Category : Business & Economics Languages : en Pages : 853
Book Description
Advertising Theory provides detailed and current explorations of key theories in the advertising discipline. The volume gives a working knowledge of the primary theoretical approaches of advertising, offering a comprehensive synthesis of the vast literature in the area. Editors Shelly Rodgers and Esther Thorson have developed this volume as a forum in which to compare, contrast, and evaluate advertising theories in a comprehensive and structured presentation. With new chapters on forms of advertising, theories, and concepts, and an emphasis on the role of new technology, this new edition is uniquely positioned to provide detailed overviews of advertising theory. Utilizing McGuire’s persuasion matrix as the structural model for each chapter, the text offers a wider lens through which to view the phenomenon of advertising as it operates within various environments. Within each area of advertising theory—and across advertising contexts—both traditional and non-traditional approaches are addressed, including electronic word-of-mouth advertising, user-generated advertising, and social media advertising contexts. This new edition includes a balance of theory and practice that will help provide a working knowledge of the primary theoretical approaches and will help readers synthesize the vast literature on advertising with the in-depth understanding of practical case studies and examples within every chapter. It also looks at mobile advertising in a broader context beyond the classroom and explores new areas such as native advertising, political advertising, mobile advertising, and digital video gaming.
Author: Don Schultz Publisher: Routledge ISBN: 1317979605 Category : Business & Economics Languages : en Pages : 179
Book Description
This book reviews, updates and enhances the basic concepts surrounding the academic theory and practice of Integrated Marketing Communication (IMC). Since the introduction of IMC in the late 1980s, the concept has spread around the world. In that expansion, many authors have written about IMC; practitioners have adopted and adapted the concept to fit their own market situations. Further, dramatic changes have occurred in the technologies used in marketing communications which consumers have accepted and employed in their consumption of marketers' messages and incentives. Thus, there have been dramatic changes in how IMC was initially envisioned and how it has developed over time. This book identifies and discusses these changes, how they have occurred and what they mean going forward for all types of marketers around the world. Thus, IMC, and indeed integration of communications at all organisational levels is an essential in the 21st century organisations. This book was published as a special issue of the Journal of Marketing Communications.
Author: John C. Doyle Publisher: Courier Corporation ISBN: 0486318338 Category : Technology & Engineering Languages : en Pages : 264
Book Description
An excellent introduction to feedback control system design, this book offers a theoretical approach that captures the essential issues and can be applied to a wide range of practical problems. Its explorations of recent developments in the field emphasize the relationship of new procedures to classical control theory, with a focus on single input and output systems that keeps concepts accessible to students with limited backgrounds. The text is geared toward a single-semester senior course or a graduate-level class for students of electrical engineering. The opening chapters constitute a basic treatment of feedback design. Topics include a detailed formulation of the control design program, the fundamental issue of performance/stability robustness tradeoff, and the graphical design technique of loopshaping. Subsequent chapters extend the discussion of the loopshaping technique and connect it with notions of optimality. Concluding chapters examine controller design via optimization, offering a mathematical approach that is useful for multivariable systems.
Author: Katja Dienel
Author: Katja Dienel
Author: Larry Percy
Author: Larry Percy
Author: Thomas R. Duncan
Author: Răzvan Gelca
Author: Sandra Ernst Moriarty
Author: Robyn Blakeman
Author: Shelly Rodgers
Author: Don Schultz
Author: John C. Doyle