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Tables of Contents for Imc
Chapter/Section Title
Page #
Page Count
Part One FROM MARKETING COMMUNICATION TO IMC
1
118
From Marketing Communication to IMC
2
36
Brands and Stakeholder Relationships
38
40
IMC Partners and Cross-Functional Organization
78
41
Part Two STRATEGIC FOUNDATIONS OF IMC
119
188
The Brand Communication Process
120
36
The Brand Decision Process
156
36
IMC Planning
192
40
Segmenting and Targeting
232
38
Data-Driven Communication
270
37
Part Three CREATING, SENDING, AND RECEIVING BRAND MESSAGES
307
192
IMC Message Strategy
308
26
Brand Message Execution
334
34
Media Characteristics
368
44
The Internet and Interactive Media
412
42
Media Planning
454
45
Part Four MARKETING COMMUNICATION FUNCTIONS
499
160
Advertising: The Awareness Builder
500
28
Public Relations: The Credibility Builder
528
36
Sales Promotion: Intensifying Consideration
564
30
The Personal Connection: Direct Response and Personal Sales
594
36
Experiential Contact: Events, Sponsorships, and Customer Service
630
29
Part Five THE BIG PICTURE
659
102
Social, Ethical, and Legal Issues
660
30
International Marketing Communication
690
32
Measurement, Evaluation, and Effectiveness
722
39
Glossary
761
8
Index
769