000			03277cam a22003978i 4500
001			22079333
003			OSt
005			20260525164544.0
008			210614s2022 nyu b 001 0 eng
010			_a 2021028814
020			_a978-0273676454
020			_a0273676458
035			_a22079333
040			_aDLC _beng _erda _cDLC
042			_apcc
050	0	0	_aHF6146.I58 _bJ87 2004
082	0	0	_a658.872 P.D.I 2004 _223
100	1		_aPickton, David _eauthor.
245	1	0	_aIntegrated marketing communication : _cby David Pickton (Author), Amanda Broderick (Author)
250			_aSecond Edition.
263			_a2112
264		1	_aNew York, NY : _bRoutledge, _c2004.
300			_a800pages : _bill; _c25 cm.
336			_atext _btxt _2rdacontent
337			_aunmediated _bn _2rdamedia
338			_avolume _bnc _2rdacarrier
504			_aIncludes bibliographical references and index.
520			_a"Now in its second edition, this textbook explores the continuing transformation of advertising, sales promotion, and public relations functions within the marketing discipline. The content focuses on emerging new technologies, as well as established digital and legacy media, as the reader is guided through the process of developing and implementing a comprehensive Integrated Marketing Communication plan for companies, organizations, and brands. Clear, concise and practical, the book takes the reader through consumer, market, and competitive research; creative conceptualization; market segmentation, identification of a target audience, and brand positioning; as well as strategic decisions involving the timing, placement, and intensity of advertising, sales promotion, public relations, and brand visibility. The new edition emphasizes the importance of social media, website development, search engine optimization, mobile marketing, brand promotion events, and retail store connectivity. Updated to include more digital content with detailed international examples, this new edition adds four new chapters including IMC objectives, budgets, and metrics, legacy media planning, B2B marketing strategies, and innovative technologies with topics such as artificial intelligence, predictive analytics, synthetic media, virtual reality, and voice marketing. Upper-level undergraduate and postgraduate students will appreciate this lucid up-to-date text, as will business professionals in executive education and certificate programs. Experiential learning is provided with chapter assignments and a continuity case study woven into the textbook. The second edition is also accompanied by robust online resources, including PowerPoint slides, chapter videos, lecture notes, classroom exercises, digital flash cards, test banks, instructor resource book, and interactive template for preparing an IMC Plan"-- _cProvided by publisher.
650		0	_aInternet advertising.
650		0	_aInternet marketing.
700			_aBroderick, Amanda _e(Author)
776	0	8	_iOnline version: _aJuska, Jerome M. _tIntegrated marketing communication _bSecond edition. _dNew York, NY : Routledge, 2022 _z9780367443382 _w(DLC) 2021028815
906			_a7 _bcbc _corignew _d1 _eecip _f20 _gy-gencatlg
942			_2ddc _cBK _n0
999			_c355 _d355