Integrated Marketing Communications: A Systems Approach

Product Description A text for advanced undergraduate and marketing students, those in MBA courses, and new marketing communications managers, dealing with the intersection between marketing communications and strategic marketing. Part I introduces the concept of integrated marketing communication, systems concepts, and the systems model presented in the text. Part II presents the systems model and related strategy and tactics, and Part III describes objectives and performance measures, budgets, and monitoring and control. Part IV involves analysis and planning, and Part V is devoted to principles of systems integration. Includes chapter summaries and discussion questions. Annotation c. by Book News, Inc., Portland, Or. From the Back Cover Using a systems approach, this book explores the vital link between the marketing communications mix and strategic marketing. This book focuses on the entire process of planning and managing the marketing communications tools to ensure the attainment of marketing and corporate-level goals. For those readers interested in Marketing Communications and Advertising and Promotion.