Download EBOOK Strategic Marketing Communications: A Systems Approach to IMC PDF for free


Download EBOOK Strategic Marketing Communications: A Systems Approach to IMC PDF for free Category: Business, Finance & Law
The author of the book: M Joseph Sirgy
Format files: PDF, EPUB, TXT, DOCX
The size of the: 8.25 MB
Language: English
ISBN-13: 9781592602841
Edition: Atomic Dog Publishing Inc
Date of issue: 1 August 2006

Description of the book "Strategic Marketing Communications: A Systems Approach to IMC":

Strategic Marketing Communications: A Systems Approach to IMC is a textbook written for advanced students (both undergraduate and graduate students) majoring in marketing, marketing communications, and advertising. This book helps students understand the art and science of strategic decisions in marketing communications by showing students how to make strategic marketing communications decisions using a systems approach. The system approach guides decision-making in a hierarchy: corporate, marketing, and marketing communications. Within each hierarchical level the decision-maker selects a strategy that is implemented by setting measurable objectives, developing tactics, and allocating resources. These decisions, in turn are managed by PDF two processes: analysis/planning and monitoring/control. In this text, authors Joe Sirgy and Don Rahtz address societal issues and provide great detail about the various elements of the marketing communications mix, including advertising, sales promotion, reseller support, public relations, direct marketing, and word-of-mouth communications. Students are also provided with reader-friendly case studies, web exercises, and illustrations to bring many of the technical concepts to life.

Download EBOOK Strategic Marketing Communications: A Systems Approach to IMC PDF for free


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M Joseph Sirgy

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Download EBOOK Strategic Marketing Communications: A Systems Approach to IMC PDF for free



Download EBOOK Strategic Marketing Communications: A Systems Approach to IMC for free

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