Integrated Marketing Communications: A Systems Approach - Hardcover

Sirgy, M. Joseph

 
9780132056182: Integrated Marketing Communications: A Systems Approach
Hardcover
ISBN 10: 0132056186 ISBN 13: 9780132056182
Verlag: Pearson, 1997

Inhaltsangabe

A text for advanced undergraduate and marketing students, those in MBA courses, and new marketing communications managers, dealing with the intersection between marketing communications and strategic marketing. Part I introduces the concept of integrated marketing communication, systems concepts, and the systems model presented in the text. Part II presents the systems model and related strategy and tactics, and Part III describes objectives and performance measures, budgets, and monitoring and control. Part IV involves analysis and planning, and Part V is devoted to principles of systems integration. Includes chapter summaries and discussion questions. Annotation c. by Book News, Inc., Portland, Or.

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Verlag
Pearson
Erscheinungsdatum
1997
Sprache
Englisch
ISBN 10 
0132056186
ISBN 13 
9780132056182
Einband
Gebundene Ausgabe
Anzahl der Seiten
336
Kontakt zum Hersteller
Nicht verfügbar
Verantwortliche Person
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