Strategic Brand Communication Campaigns
portes grátis
Strategic Brand Communication Campaigns
Schultz, Don E.; Martin, Dennis G.; Barnes, Beth E.
McGraw-Hill Education - Europe
09/1999
400
Dura
Inglês
9780844229522
0844229520
15 a 20 dias
1038
Focuses on the messages and incentives customers receive, rather than what marketers send out, which differentiates brand communication management from advertising management. This book shows how to produce successful campaigns in the dynamic marketplace. It addresses the role of advertising planning as a part of brand communication campaigns.
Foreword: The Communications RevolutionIntroduction: Welcome to the Marketing Communication RevolutionPart One. An Introduction to the Idea of Brands1. Marketing and Communication in the Twenty-First-Century Marketplace2. Brands and Branding3. Building Brand Value4. The IBC Planning Process and Fstimating Customer Value5. Converting Customer Knowledge into IBC Programs: The IBC StrategyPart Two: Understanding Consumers and Their Relationship to Brands6. Consumer Behavior and Information Processing7. Researching the Relationship Between the Consumer and the Brand8. Developing Communication Investment StrategiesPart Three: Campaign Strategy: The Elements of Effective Campaigns9. Brand Building: Mass Media Advertising10. Brand Building: Public Relations11. Business Building: Trade Sales Promotion12. Business Building: Consumer Sales Promotion13. Business Building and Brand Building: Direct Response and Interactive MediaPart Four: Campaign Evaluation: Issues in Campaign Management14. Using Media to Deliver Brand Messages and Incentives15. Measuring the Results of IBC Programs16. Selling Management on the IBC Plan
Este título pertence ao(s) assunto(s) indicados(s). Para ver outros títulos clique no assunto desejado.
Focuses on the messages and incentives customers receive, rather than what marketers send out, which differentiates brand communication management from advertising management. This book shows how to produce successful campaigns in the dynamic marketplace. It addresses the role of advertising planning as a part of brand communication campaigns.
Foreword: The Communications RevolutionIntroduction: Welcome to the Marketing Communication RevolutionPart One. An Introduction to the Idea of Brands1. Marketing and Communication in the Twenty-First-Century Marketplace2. Brands and Branding3. Building Brand Value4. The IBC Planning Process and Fstimating Customer Value5. Converting Customer Knowledge into IBC Programs: The IBC StrategyPart Two: Understanding Consumers and Their Relationship to Brands6. Consumer Behavior and Information Processing7. Researching the Relationship Between the Consumer and the Brand8. Developing Communication Investment StrategiesPart Three: Campaign Strategy: The Elements of Effective Campaigns9. Brand Building: Mass Media Advertising10. Brand Building: Public Relations11. Business Building: Trade Sales Promotion12. Business Building: Consumer Sales Promotion13. Business Building and Brand Building: Direct Response and Interactive MediaPart Four: Campaign Evaluation: Issues in Campaign Management14. Using Media to Deliver Brand Messages and Incentives15. Measuring the Results of IBC Programs16. Selling Management on the IBC Plan
Este título pertence ao(s) assunto(s) indicados(s). Para ver outros títulos clique no assunto desejado.
