| ISBN： | 9781442221222 |
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| 语种代码： | eng |
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| 个人名称： | Blakeman, Robyn,1958- |
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| 题名： | Integrated marketing communication : creative strategy from idea to implementation / Robyn Blakeman. |
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| 版本说明： | Second Edition. |
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| 出版发行项： | Lanham : Rowman & Littlefield, 2015. |
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| 载体形态： | xi, 325 pages ; 26 cm |
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| 书目附注： | Includes bibliographical references (pages 313-316) and index. |
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| 格式化内容附注： | Preface -- Introduction -- Integrated marketing communication -- Imc marketing plans -- Branding and positioning -- Creative briefs -- The creative process -- Copywriting -- Campaigns -- Public relations -- Newspaper advertising -- Magazine advertising -- Radio advertising -- Television advertising -- Out-of-home and transit -- Direct marketing and sales promotion -- Internet marketing and social media -- Mobile media marketing -- Alternative media advertising -- Glossary -- Bibliography -- Index -- About the author. |
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