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Title: Integrated marketing communication : creative strategy from idea to implementation
Authors: Robyn Blakeman
Keywords: Communication in marketing | Kế hoạch tiếp thị | Xây dựng thương hiệu | Truyền thông | Tiếp thị
Issue Date: 2018
Publisher: Rowman & Littlefield Publishers
Abstract: This book offers a classroom-tested, step-by-step approach to the creative processes and strategies for effective integrated marketing communication (IMC). Blakeman covers key areas, from marketing plans, branding/positioning, and creative briefs to copywriting, design, and considerations for each major media format. Throughout, she explores visual and verbal tactics, along with the use of business theory and practices, and how these affect the development of the creative message. This user-friendly introduction walks students through the varied strands of IMC, including advertising, PR, direct marketing, and sales promotion, in a concise and logical fashion.
URI: http://thuvienso.thanglong.edu.vn//handle/TLU/8862
Appears in Collections1-Kinh tế - Quản lý
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