Integrated Marketing Communications is a new text which will answer the key questions of what marketing communications is, how it works and why it is such a vital contemporary marketing function. It is a comprehensive and authoritative overview of this complex and rapidly evolving area. The author's long experience in the industry, and as a senior academic, ensures that the book is able to show how the communications process really works and how it can best be managed in a strategically and tactically cost effective manner. Throughout the book the framework of analysis, planning, implementation and control is used to help the student organize their approach to the complex decision making in the present communications environment. This is both an essential text and an indispensible reference resource and has been rigorously developed for undergraduates and postgraduates in Marketing and Business, and for the new CIM Certificate and Diploma exams in Business Communication, Promotional Practice and Marketing Communications. Considers the important role and contribution of the tools of market research, and explores the key issues of branding, brand imagery, brand extensions and brand stretch Carefully structured to give a complete picture of all components in modern marketing communications and the changing nature of the marketing communications environment Provides an overview of the important dimensions of consumer and organizational buying behaviour

Integrated Marketing Communications (Cim Student Series)

Business & Money

Yeshin, Tony

Marketing & Sales

Butterworth-Heinemann

'Integrated Marketing Communications 2001-2002' is a specifically tailored coursebook for students undertaking the Integrated Marketing Communications module of the CIM Certificate. Butterworth-Heinemann have worked closely with the Education Division of the CIM to ensure that all aspects of the text are up-to-date and correspond to the CIM's requirements, making this title the definitive companion to this year's course. Its comprehensive content and user-friendly text layout are designed to facilitate learning, with questions, activities, definitions and study tips to support the theory, while the structured study units link the information directly to the CIM syllabus. The new edition of this text contains: · a firmly international perspective and a more strategic focus · new material to cover e-marketing issues, and more emphasis placed on integrated marketing communications and internal marketing · new and up to date examples and case studies to illustrate the theory · additional text references and website references · preparatory aids for the final exam, including the most recent exam papers, examiners' marking schemes and specimen answers Comprehensive yet uniquely accessible, it provides essential support for anyone undertaking a CIM course. completely revised and updated by the Senior Examiner for the Integrated Marketing Communications module to fit in with the CIM syllabus officially endorsed by the CIM approved by the CIM Chief Examiner

CIM Coursebook 01/02 Integrated Marketing Communications

Fill, Director of Fillassociates Visiting Professor at Poitiers Business School Formerly Principal Lecturer at the University of Portsmouth and Senior Examiner at the Chartered Institute of Marketing Chris

Advertising is a comprehensive and highly accessible textbook, providing both an understanding of the application of the principles of advertising from a practitioner perspective, as well as a sound academic underpinning, and illustrated with examples of contemporary practice. This text is suitable for undergraduate students of Marketing, in particular Advertising and Marketing Communications and postgraduate students on marketing-led Masters. Tony Yeshin has a background that successfully combines professional practice and academe. Following several years in the advertising profession with both large international agencies as well as smaller operations, his client experience is wide-ranging. During his career he handled an extensive variety of Client companies from Procter &amp; Gamble and Texaco to Jaffa, Royal Caribbean Cruise Lines and General Foods. His experience ranges across F.M.C.G. to Leisure and Tourism, as well as non-profit organisations. For the past 11 years he has been a Senior Lecturer in Marketing at the University of Greenwich, where he has been responsible for the development of programmes both at undergraduate and post-graduate levels within the field of Marketing Communications.

Advertising

Cengage Learning EMEA

Sales promotion is an increasingly important tool within the overall armoury of marketing communications. Sales promotion has grown dramatically as the communication channel of choice in recent years. Not only can Sales Promotion help marketers achieve specific objectives, it can do so more rapidly than virtually any other area of Marcomms. Sales Promotion is a survey text that provides a sound academic underpinning of sales promotion, illustrated by a variety of current examples drawn from recent promotions worldwide, current sales promotion campaigns and underpinned with wide references to the academic literature. It covers all areas of sales promotion, from the promotions everyone sees on a daily basis in retail outlets to the more specialized but equally influential business of B2B or trade sales promotions. In addition the text covers event management, sponsorship and cause-related marketing. Uniquely it also covers international aspects of sales promotion. Sales Promotion is suitable for undergraduate students of Marketing, in particular Marketing Communications and Advertising courses, postgraduate students on marketing-led Masters, and professional qualifications from the Institute of Sales Promotion, CIM and CAM.

Sales Promotion

Management & Leadership

Cengage Learning'

See the best price to sell, buy, or rent books by Yeshin, Tony. BookScouter helps to compare book prices from 25+ online bookstores and 30+ buyback vendors with a single search.

Books by Yeshin, Tony

See the best price to sell, buy, or rent books by Yeshin, Tony. BookScouter helps to compare book prices from 25+ online bookstores and 30+ buyback vendors with a single search.

Integrated Marketing Communications (Cim Student Series)

CIM Coursebook 01/02 Integrated Marketing Communications

Advertising

Sales Promotion