Marketing Communications: An Integrated ApproachOne of the four core topics in the Chartered Institute of Marketing (CIM) Diploma syllabus, marketing communication is an integral element for the marketing professional. |
Contents
Acknowledgements | 9 |
The Marketing Communications Plan | 39 |
Theories of Communication | 63 |
Copyright | |
16 other sections not shown
Other editions - View all
Common terms and phrases
ABC1 activities advertising campaign analysis attitudes awareness BMP DDB brand brief budget buyers cent Chapter client colour communication tools competition competitors concept consumer corporate identity corporate image cost per thousand coverage create creative database detailed direct mail direct marketing distributors European example exhibition Figure Further Contacts Further reading GB Population Guinness Haagen-Dazs Hewlett-Packard identify industrial integrated JET brand levels lifestyle logo London magazine market research marketing communications marketing communications mix marketing mix measure merchandising Mindshare models motivation objectives offer organisation organisation's pack design packaging pitch planning point-of-sale product or service profits PRTV public relations purchase radio Rank Xerox response sales promotion salesforce segments selling sponsor staff strategy tactical target audience target market telemarketing telesales television types users