The Revolution And The Following Evolution Of Integrated Marketing Communications
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Author | : Don Schultz |
Publisher | : Routledge |
Total Pages | : 179 |
Release | : 2013-12-16 |
Genre | : Business & Economics |
ISBN | : 1317979605 |
This book reviews, updates and enhances the basic concepts surrounding the academic theory and practice of Integrated Marketing Communication (IMC). Since the introduction of IMC in the late 1980s, the concept has spread around the world. In that expansion, many authors have written about IMC; practitioners have adopted and adapted the concept to fit their own market situations. Further, dramatic changes have occurred in the technologies used in marketing communications which consumers have accepted and employed in their consumption of marketers' messages and incentives. Thus, there have been dramatic changes in how IMC was initially envisioned and how it has developed over time. This book identifies and discusses these changes, how they have occurred and what they mean going forward for all types of marketers around the world. Thus, IMC, and indeed integration of communications at all organisational levels is an essential in the 21st century organisations. This book was published as a special issue of the Journal of Marketing Communications.
Author | : Edoardo Teodoro Brioschi |
Publisher | : Vita e Pensiero |
Total Pages | : 190 |
Release | : 2006 |
Genre | : Business & Economics |
ISBN | : 9788834313633 |
Author | : Rossella Gambetti |
Publisher | : Bloomsbury Publishing |
Total Pages | : 552 |
Release | : 2017-09-16 |
Genre | : Business & Economics |
ISBN | : 1137292571 |
Corporate communication is an increasingly powerful strategic tool for connecting with a company's stakeholders. This book features contributions from leading international academics, combining a strong theoretical grounding and the latest research with a practical, managerial focus. Ideal for students and practitioners of corporate communications.
Author | : Robyn Blakeman |
Publisher | : Rowman & Littlefield |
Total Pages | : 316 |
Release | : 2009 |
Genre | : Business & Economics |
ISBN | : 9780742555419 |
This small, inexpensive text is an in-depth yet simply stated discussion on the business and structure of integrated marketing communication (IMC). The book focuses exclusively on introductory issues concerning integrated marketing communication as both a communication device and as a profession.
Author | : M. C. Cant |
Publisher | : Juta and Company Ltd |
Total Pages | : 628 |
Release | : 2009 |
Genre | : Business & Economics |
ISBN | : 9780702171888 |
Focusing on the environment, market research, buyer behavior, cyber marketing, and positioning, this newly revised edition based primarily on South African companies provides a comprehensive overview of marketing theory.
Author | : Philip J. Kitchen |
Publisher | : Springer |
Total Pages | : 286 |
Release | : 2014-12-02 |
Genre | : Business & Economics |
ISBN | : 1137388552 |
This book is readers who wish to develop their knowledge, insight, skills, and facility into integrated communications within the post-modern era, a topic of relevance everywhere, but particular apposite as the original conference was hosted in Turkey, a rapidly developing nation, and one enjoying significant growth in the global.
Author | : Shriram Kadia |
Publisher | : Springer Nature |
Total Pages | : 148 |
Release | : 2022-12-15 |
Genre | : Political Science |
ISBN | : 9811951187 |
This book is based on detailed empirical research conducted to analyse the communication dissemination approach applied to the world’s largest employment guarantee program MGNREGA (Mahatma Gandhi National Rural Employment Guarantee Act). To uncover the insights, perspectives and understanding of the program, more than 30 villages in Western parts of India were visited and more than 400 MGNREGA beneficiaries were contacted personally by the author. The book connects the two concepts of Integrated Marketing Communications (IMC) and Public Policy and highlights the importance of using the IMC tools for a meaningful and comprehensible communication dissemination strategies and campaigns. A global overview of public policy dissemination approaches adopted by federal governments in Brazil, Niger, Philippines, Indonesia, Pakistan, Bangladesh, South Africa, and Kenya have been presented to sensitize the readers with the communication dissemination strategies used at the global level. The book presents and discusses a conceptual framework for the ideal public policy communication initiatives and highlights the apt communications vehicles for the illiterate, vulnerable and marginalized beneficiaries.
Author | : Klaus Schwab |
Publisher | : Crown Currency |
Total Pages | : 194 |
Release | : 2017-01-03 |
Genre | : Business & Economics |
ISBN | : 1524758876 |
World-renowned economist Klaus Schwab, Founder and Executive Chairman of the World Economic Forum, explains that we have an opportunity to shape the fourth industrial revolution, which will fundamentally alter how we live and work. Schwab argues that this revolution is different in scale, scope and complexity from any that have come before. Characterized by a range of new technologies that are fusing the physical, digital and biological worlds, the developments are affecting all disciplines, economies, industries and governments, and even challenging ideas about what it means to be human. Artificial intelligence is already all around us, from supercomputers, drones and virtual assistants to 3D printing, DNA sequencing, smart thermostats, wearable sensors and microchips smaller than a grain of sand. But this is just the beginning: nanomaterials 200 times stronger than steel and a million times thinner than a strand of hair and the first transplant of a 3D printed liver are already in development. Imagine “smart factories” in which global systems of manufacturing are coordinated virtually, or implantable mobile phones made of biosynthetic materials. The fourth industrial revolution, says Schwab, is more significant, and its ramifications more profound, than in any prior period of human history. He outlines the key technologies driving this revolution and discusses the major impacts expected on government, business, civil society and individuals. Schwab also offers bold ideas on how to harness these changes and shape a better future—one in which technology empowers people rather than replaces them; progress serves society rather than disrupts it; and in which innovators respect moral and ethical boundaries rather than cross them. We all have the opportunity to contribute to developing new frameworks that advance progress.
Author | : Terry Smith |
Publisher | : Walter de Gruyter GmbH & Co KG |
Total Pages | : 620 |
Release | : 2022-07-05 |
Genre | : Business & Economics |
ISBN | : 3110718634 |
Brand Fusion: Purpose-driven brand strategy presents a compelling case for what consumers, customers, employees, and wider society are now demanding from companies – the development of brands that deliver profi t with purpose, are sustainable, and create mutually benefi cial meaning. It fuses theory-practice-application to purpose-driven brand strategies in order to develop a unique approach that has comprehensive theoretical underpinning as well as practical and thought-provoking lessons from industry. Data-driven case studies from a broad range of brands and contexts show the application of this learning–from micro-brands to corporates; charities to technology companies; retirement villages to aspiring high-growth start-ups. Brand Fusion: Purpose-driven brand strategy is an in-depth analysis of the philosophy and practice behind creating a purposeful brand.
Author | : Harlan E. Spotts |
Publisher | : Springer |
Total Pages | : 308 |
Release | : 2014-10-23 |
Genre | : Business & Economics |
ISBN | : 3319117610 |
Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complimenting the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science. This volume includes the full proceedings from the 2006 Academy of Marketing Science (AMS) Annual Conference held in San Antonio, Texas, entitled Revolution in Marketing: Market Driving Changes.