MARC details
| 000 -LEADER |
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| fixed length control field |
02750nam a2200217 4500 |
| 005 - DATE AND TIME OF LATEST TRANSACTION |
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| control field |
20250404104708.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
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| fixed length control field |
250404b |||||||| |||| 00| 0 eng d |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
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| International Standard Book Number |
9781032780962 |
| 082 ## - DEWEY DECIMAL CLASSIFICATION NUMBER |
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| Classification number |
659.1 |
| Item number |
MIS |
| 100 ## - MAIN ENTRY--PERSONAL NAME |
|---|
| Personal name |
Mishra, Anubhav |
| 245 ## - TITLE STATEMENT |
|---|
| Title |
Integrated advertising, promotion, and marketing: |
| Remainder of title |
communicating in a digital world |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) |
|---|
| Name of publisher, distributor, etc. |
Routledge |
| Place of publication, distribution, etc. |
New York |
| Date of publication, distribution, etc. |
2024 |
| 300 ## - PHYSICAL DESCRIPTION |
|---|
| Extent |
xvi, 366 p. |
| 365 ## - TRADE PRICE |
|---|
| Price type code |
INR |
| Price amount |
1595.00 |
| 500 ## - GENERAL NOTE |
|---|
| General note |
Table of contents:<br/>List of figures ix<br/><br/>List of tables xi<br/><br/>Preface xii<br/><br/>Acknowledgments xiv<br/><br/>1 An introduction to IMC 1<br/><br/>2 Strategic importance of IMC 19<br/><br/>3 Segmentation, targeting, and positioning 41<br/><br/>4 Understanding consumers 60<br/><br/>5 The process of communication 81<br/><br/>6 Creativity and advertising classification 98<br/><br/>7 Media strategy and planning 119<br/><br/>8 Traditional media 137<br/><br/>9 Internet and mobile marketing 155<br/><br/>10 Social media marketing 179<br/><br/>11 Sales and trade promotion 199<br/><br/>12 Direct marketing and personal selling 225<br/><br/>13 Outdoor and support media 250<br/><br/>14 Publicity and public relations 276<br/><br/>15 Measuring the effectiveness of marketing campaign 301<br/><br/>16 Ethical, social, and regulatory perspectives 320<br/><br/>17 Global and cultural challenges 339<br/><br/>Index 358<br/><br/>(https://www.routledge.com/Integrated-Advertising-Promotion-and-Marketing-Communicating-in-a-Digital-World/Mishra-Vijay/p/book/9781032603100) |
| 520 ## - SUMMARY, ETC. |
|---|
| Summary, etc. |
This book introduces the concepts, perspectives, and importance of integrated marketing communication (IMC). It presents the history of Indian advertising, the strategic importance of IMC, and a discussion on social and cultural factors that enhance the effectiveness of marketing communication.<br/><br/>Attuned to an evolving, Internet-driven, social media–connected world, the book covers all the important forms of communications used by business organizations, touching upon key areas, from marketing plans, branding, positioning, and creative briefs to copywriting, design. It takes the readers through the varied strands of IMC, including advertising, public relations, direct marketing, and sales promotion. The volume also presents considerations for each major media format with an aim of sending their messages to the end consumer.<br/><br/>This volume will be an invaluable resource for students, scholars, and marketing professionals as it covers a wide range of topics like communication strategies, advertising, marketing, brand management, media studies, and public relations.<br/><br/>(https://www.routledge.com/Integrated-Advertising-Promotion-and-Marketing-Communicating-in-a-Digital-World/Mishra-Vijay/p/book/9781032603100) |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Marketing |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Advertising |
| 700 ## - ADDED ENTRY--PERSONAL NAME |
|---|
| Personal name |
Vijay, Tata Sai |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) |
|---|
| Koha item type |
Book |
| Source of classification or shelving scheme |
Dewey Decimal Classification |
