IMC: Using Advertising & Promotion to Build Brands - Brossura

Duncan, Tom

Brossura

ISBN 10: 025621476X ISBN 13: 9780256214765

Casa editrice: McGraw Hill, 2001

Riassunto

IMC goes beyond most books on the market today to concentrate not only on functions but also on integration and organization - the very foundations of effective marketing. Answering questions of "when to use, how to use, and who should be involved, " it provides concrete tools and strategies for managing the ongoing dialogue between buyers and sellers, creating and sending convincing brand messages, developing IT and database-driven communication -- and truly integrating the consumer into all aspects of B2B and B2C marketing.

Su questo libro

Informazioni sull?autore

The founder of the Integrated Marketing Communication graduate program at the University of Colorado-Boulder, where he currently teaches. He is also a consultant to both companies and agencies on IMC and brand building. Before becoming a professor, Duncan worked in the industry for 15 years. He started his career in marketing research and account management at the Leo Burnett advertising agency's worldwide headquarters in Chicago. He worked on such accounts as Kentucky Fried Chicken and Procter & Gamble. He then went to the client side, where he was director of marketing services for Eckrich Processed Meats, a division of Beatrice Foods, and later vice president of marketing at Jeno's Frozen Foods, where he was responsible for new products.

Dettagli dell?edizione

• Editore: McGraw Hill
• Data di pubblicazione: 2001
• Lingua: Inglese
• ISBN 10: 025621476X
• ISBN 13: 9780256214765
• Rilegatura: Copertina flessibile
• Numero di pagine: 816
• Contatto del produttore: non disponibile