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 ...
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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 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.
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Add this copy of Strategic Marketing Communications: a Systems Approach to cart. $26.49, fair condition, Sold by JUGGERNAUTZ rated 4.0 out of 5 stars, ships from East Grand Rapids, MI, UNITED STATES, published 2006 by Atomic Dog.
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Add this copy of Strategic Marketing Communications: a Systems Approach to cart. $37.98, good condition, Sold by SurplusTextSeller rated 5.0 out of 5 stars, ships from Columbia, MO, UNITED STATES, published 2006 by Atomic Dog Publishing.
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Good. Ships in a BOX from Central Missouri! May not include working access code. Will not include dust jacket. Has used sticker(s) and some writing or highlighting. UPS shipping for most packages, (Priority Mail for AK/HI/APO/PO Boxes).
Add this copy of Strategic Marketing Communications: a Systems Approach to cart. $66.60, good condition, Sold by Bonita rated 4.0 out of 5 stars, ships from Newport Coast, CA, UNITED STATES, published 2006 by Atomic Dog.
