A guidebook to the entire process from beginning to end, Developing an Integrated Marketing Plan introduces the fundamentals of integrated marketing communications. It shows students how to put together a creative and effective integrated marketing communications plan that can be used by both marketers and their clients. Students learn how an integrated marketing plan functions in the overall marketing communication environment. They learn how to conduct primary and secondary research and conduct a SWOT analysis. The ...
Read More
A guidebook to the entire process from beginning to end, Developing an Integrated Marketing Plan introduces the fundamentals of integrated marketing communications. It shows students how to put together a creative and effective integrated marketing communications plan that can be used by both marketers and their clients. Students learn how an integrated marketing plan functions in the overall marketing communication environment. They learn how to conduct primary and secondary research and conduct a SWOT analysis. The book also discusses the role of the target market profile and how to define objectives and develop strategies. Other topics include establishing a budget and dealing with media objectives, strategy, and tactics. The final chapters of the text cover evaluations of the plan and the importance of creating an integrated marketing communications campaign plan book. Based on the author's extensive experience as a professional marketer, Developing an Integrated Marketing Plan is well-suited to courses in marketing and advertising communication. Eric Stewart Harvey holds an M.B.A. in business administration and economics from Kennesaw State University. Eric is a faculty member in the Miller College of Business at Ball State University, where he teaches courses on the principles of marketing and integrated marketing communication. Prior to teaching, he spent more than fifteen years as a marketing professional in the telecommunications industry, holding positions with GTE and Verizon. During his time with Verizon, Eric developed, marketed, and delivered the JetConnect product for Verizon Airfone, which pioneered the use of e-mail and instant messaging on airplanes.
Read Less
Add this copy of Developing an Integrated Marketing Plan (First Edition) to cart. $1.99, good condition, Sold by ThriftBooks-Reno rated 4.0 out of 5 stars, ships from Reno, NV, UNITED STATES, published 2016 by Cognella Academic Publishing.
Add this copy of Developing an Integrated Marketing Plan (First Edition) to cart. $29.81, good condition, Sold by Bonita rated 4.0 out of 5 stars, ships from Newport Coast, CA, UNITED STATES, published 2016 by Cognella Academic Publishing.
Add this copy of Developing an Integrated Marketing Plan (First Edition) to cart. $44.45, good condition, Sold by DFTP rated 2.0 out of 5 stars, ships from DAYTON, OH, UNITED STATES, published 2016 by Cognella Academic Publishing.
Choose your shipping method in Checkout. Costs may vary based on destination.
Seller's Description:
Good. -Loose-Leaf-Same as paperback-Used Texts May Have Used Book Stickers on the Cover. Used texts may NOT contain supplemental materials such as CD's, info-trac, access codes, etc...Satisfaction Guaranteed!
