ISBN: | 9781442221222 |
语种代码: | eng |
个人名称: | Blakeman, Robyn,1958- |
题名: | Integrated marketing communication : creative strategy from idea to implementation / Robyn Blakeman. |
版本说明: | Second Edition. |
出版发行项: | Lanham : Rowman & Littlefield, 2015. |
载体形态: | xi, 325 pages ; 26 cm |
书目附注: | Includes bibliographical references (pages 313-316) and index. |
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. |