Marketing communications

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  • The field of marketing communications is ever-changing. Brand managers continually attempt to gain advantage over competitors and endeavor to achieve larger market shares and profits for the brands they manage. Marketing communications, or marcom, is just one element of the marketing mix, but advertising, promotions, marketing-oriented public relations, and other marcom tools perform increasingly important roles in firms’ quests to achieve financial and nonfinancial goals.

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  • Tham khảo sách 'advertising, promotion, intergrated marketing communications', kinh doanh - tiếp thị, quản trị kinh doanh phục vụ nhu cầu học tập, nghiên cứu và làm việc hiệu quả

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  • Bài giảng Chương 5 Integrated Marketing Communication (Truyền thông tiếp thị tổng hợp) tổng quan về truyền thông tiếp thị tổng hợp, hỗn hợp truyền thông tiếp thị, các loại hình truyền thông, quá trình truyền thông, yếu tố chính trong quá trình truyền thông.

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  • When you finish this chapter, you should: Identify the components of the communication process, explain the four steps in the AIDA model, describe the various integrative communication channels, explain the methods used to allocate the integrated marketing communications (IMC) budget, identify marketing metrics used to measure IMC success.

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  • Bài giảng Marketing Management: Chương 19 - Integrated Marketing Communications bao gồm những nội dung về hỗn hợp truyền thông tiếp thị, quá trình truyền thông, truyền thông hiệu quả cùng một số nội dung khác.

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  • Tham khảo sách 'creating images and the psychology of marketing communication.', kinh doanh - tiếp thị, internet marketing phục vụ nhu cầu học tập, nghiên cứu và làm việc hiệu quả

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  • In this chapter you will learn: The promotion mix, integrated marketing communications, a view of the communications process, steps in developing effective marketing communication, setting the total promotion budget and mix, socially responsible marketing communication.

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  • When you finish this chapter, you should: Know the advantages and disadvantages of the promotion methods a marketing manager can use in strategic planning, know how the communication process affects promotion planning, understand how direct-response promotion is helping marketers develop more targeted promotion blends,...

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  • Lectures "Marketing management - Chapter 17: Designing and managing integrated marketing communications" provides students with the knowledge: The role of marketing communications, developing effective communications, deciding on the marketing communications mix,... Invite you to refer to the disclosures.

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  • In this chapter you will learn: The promotion mix, integrated marketing communications, a view of the communications process, steps in developing effective marketing communication, setting the total promotion budget and mix, socially responsible marketing communication.

    ppt38p allbymyself_06 28-01-2016 7 2   Download

  • Chapter 17 - Designing and managing integrated marketing communications. In this chapter, we will address the following questions: What is the role of marketing communications? How do marketing communications work? What are the major steps in developing effective communications? What is the communications mix, and how should it be set? What is an integrated marketing communication program?

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  • Chapter 17 - Integrated marketing communications and direct marketing. After reading chapter 17, you should be able to: Discuss integrated marketing communication and the communication process; describe the promotional mix and the uniqueness of each component; select the promotional approach appropriate to a product’s target audience, life-cycle stage, and channel strategy

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  • Chapter 14: Integrated marketing communications and direct marketing. When you finish this chapter, you should: Discuss integrated marketing communication and the communication process; describe the promotional mix and the uniqueness of each component; select the promotional approach appropriate to a product’s target audience, life-cycle stage, and channel strategy;...

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  • Chapter 17 provides knowledge of integrated marketing communications and direct marketing. This chapter discuss integrated marketing communication and the communication process; describe the promotional mix and the uniqueness of each component; select the promotional approach appropriate to a product’s target audience, life-cycle stage, and channel strategy.

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  • Chapter 16 - Integrated marketing communications and international advertising. After studying this chapter you will be able to understand: Local market characteristics that affect the advertising and promotion of products, the strengths and weaknesses of sales promotions and public relations in global marketing, when global advertising is most effective; when modified advertising is necessary,...

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  • Trong chương này chúng ta đề cập đến truyền thông marketing hay truyền thông cổ động với những nội dung về tiến trình phát triển chiến lược truyền thông marketing tích hợp (Integrated marketing communication – IMC).

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  • Click here for a definition of marketing; ways to analyze market opportunities, plan a marketing program, launch new products or services, and put your marketing program into action; and the nature of direct marketing and relationship marketing. Click here to discover the steps for conducting market research.

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  • M arketing Management is the leading marketing text because its content and organization consistently reflect changes in marketing theory and practice. The very first edition of Marketing Management, published in 1967, introduced the concept that companies must be customer-and-market driven. But there was little mention of what have now become fundamental topics such as segmentation, targeting, and positioning.

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  • Tham khảo sách 'marketing vocabulary', kinh doanh - tiếp thị, tiếp thị - bán hàng phục vụ nhu cầu học tập, nghiên cứu và làm việc hiệu quả

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  • Chapter 14. Promotion − Introduction to Integrated Marketing Communications. When You Finish This Chapter, You Should: 1. Know the advantages and disadvantages of the promotion methods a marketing manager can use in strategy planning.

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