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内容大纲
本书将广告、促销及其他营销手段融为一体，提供了实用的整合营销传播框架。全书分为5篇，阐述了整合营销传播的基础知识、广告工具、媒体工具、促销工具，以及相关的伦理、监管和评估问题。
·强调社交媒体。第8版扩展了这部分内容，包括当今社交媒体营销的方法，以及如何与其他传播策略相结合。
·更新数字媒体相关内容。
·全新的开篇引例和案例资料。
本书非常适合国内双语或全英语教学课程使用，也适合市场营销从业者学习参考。 -
作者介绍
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目录
PREFACE
Part One THE IMC FOUNDATION
1 INTEGRATED MARKETING COMMUNICATIONS
The Nature of Communication
Integrated Marketing Communications
Emerging Trends in Marketing Communications
IMC Components and the Design of this Text
International Implications
2 BRAND MANAGEMENT
Corporate and Brand Image
Brand Names and Brand Types
Brand Logos
Identifying the Desired Brand Image
Developing and Building Powerful Brands
Private Brands
Packaging
International Implications
3 BUYER BEHAVIORS
Information Searches and the Consumer Purchasing Process
Evaluation of Alternatives
Trends in the Consumer Buying Environment
Business-to-Business Buyer Behaviors and Influences
Types of Business-to-Business Sales
The Business-to-Business Buying Process
Dual Channel Marketing
International Implications
4 THE IMC PLANNING PROCESS
Communications Research
Market Segmentation by Consumer Groups
Business-to-Business Market Segmentation
Product Positioning
Marketing Communications Objectives
Types of Budgets
IMC Components
Integrated Cam paigns in Action
Part Two IMC ADVERTISING TOOLS
5 ADVERTISING CAMPAIGN MANAGEMENT
Advertising Theory
The Impact of Advertising Expenditures
In-House Versus External Advertising Agencies
Choosing an Agency
Roles of Advertising Personnel
Advertising Campaign Parameters
The Creative Brief
International Implications
6 ADVERTISING DESIGN
Message Strategies
Types of Advertising Appeals
Executional Frameworks
Sources and Spokespersons
7 TRADITIONAL MEDIA CHANNELS
The Media Strategy
Media Planning
Advertising Terminology
Achieving Advertising Objectives
Media Selection
Media Mix
Media Selection in Business-to-Business Markets
Integrated Campaigns in Action
Part Three DIGITAL AND ALTERNATIVE MARKETING
8 DIGITAL MARKETING
Digital Marketing
Web 4.0
E-Commerce
Mobile Marketing
Digital Strategies
Web Advertising
Search Engine Optimization (SEO)
International Implications
9 SOCIAL MEDIA
Social Networks
Social Media Sites
Social Media Marketing
Social Media Marketing Strategies
International Implications
10 ALTERNATIVE MARKETING
Alternative Marketing Programs
Product Placements and Branded
Entertainment
Alternative Media Venues
In-Store Marketing
Brand Communities
International Implications
Integrated Campaigns in Action
Part Four IMC PROMOTIONAL TOOLS
11 DATABASE AND DIRECT RESPONSE MARKETING ANT PERSONAL SELLING
Database Marketing
Database-Driven Marketing Communications
Database-Driven Marketing Programs
Direct Response Marketing
Personal Selling
International Implications
12 SALES PROMOTIONS
Consumer Promotions vs. Trade Promotions
Consumer Promotions
Planning for Consumer Promotions
Trade Promotions
Concerns with Trade Promotions
International Implications
13 PUBLIC RELATIONS AND SPONSORSHIP PROGRAMS
Public Relations
Public Relations Functions
Creating Positive Image-Building Activities
Preventing or Reducing Image Damage
Sponsorships
Event Marketing
International Implications
Integrated Campaigns in Action
Part Five IMC ETHICS, REGULATION, AND EVALUATION
14 REGULATIONS AND ETHICAL CONCERNS
Marketing communications Regulations
Deception versus Puffery
FTC Settlements
Industry Oversight of Marketing Practices
IMC and Ethics
Marketing and Ethics
Responding to Ethical Challenges
International Implications
15 EVALUATING AN INTEGRATED MARKETING PROGRAM
Evaluation Metrics
Matching Methods with IMC Objectives
Message Evaluations
Evaluation Criteria
Online Evaluation Metrics
Behavioral Evaluations
International Implications
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