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This cutting-edge book-with contributions by the star faculty of the Kellogg School of Management and the Medill School of Journalism's Integrated Marketing Communications department at Northwestern University-offers the latest thinking on the art and science of integrated marketing. A must for toda... More

In the marketplace of the 21st century, the critical form of customer communication will be broader than advertising and promotional messages. Customers have relationships with the brand, combining all the forms of communication that give meaning to products and services. Brand communication creates... More

With over $233 billion and 50 percent of marketing budgets allocated to consumer promotion, marketing professionals need a working reference tool to help them plan, budget, execute, and, ultimately, sell more stuff.Sales promotions are used by the smallest mom-and-pop storefront to the most sophisti... More

Branding is a key consideration in any marketing or communications strategy, however, it has been subject to colossal overuse. "Brand Babble" will "right the ship" by identifying the key misconceptions and showing professionals how to recognize them, avoid them, and replace them with strategic and t... More

"Integrated Marketing Communications challenges business to confront a fundamental dilemma in today's marketing - the fact, that mass media advertising, by itself, no longer works. This landmark book reveals that strategies long used to deliver selling messages to a mass culture through a single med... More

Vea aqu el ndice de contenidos de este libro: Primera parte: Para comprender la promocin de ventasSegunda parte: Resolver los problemas con promocin de ventas1. econmicos2. consumidor3. producto4. competencia5. revendedores6. organizacin7. nuevos productosTercera parte: Evitar problemas con la promo... More

How can a company effectively communicate its message to customers and prospects all over the world? How can it ensure that its branding messages "travel"? Designed to help executives position and leverage marketing communication in the global arena and use it to their ongoing strategic advantage, C... More

Text offers insights on today's newly powerful business and communication model using the IMC approach. Shows how to focus on identifying the right customers, determining their value, investing in communication programs, and then measuring the impact of and returns on those communication activities... More

This new edition offers students a solid foundation in sales promotion basics by explaining 10 basic techniques. * Gets students involved by having them create hypothetical promotions based on models of success. * Provides real-life examples to stimulate classroom discussion as students examine and ... More