Integrated communication : synergy of persuasive voices

Integrated communication synergy of persuasive voices

Building brands through integrated marketing is an approach being used by all top-level marketing strategists. The result of a series of papers presented at the eleventh annual Advertising and Consumer Psychology Conference held in Chicago, this volume brings together researchers and professionals w...

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Detalles Bibliográficos
Autor Corporativo: Conference on Advertising and Consumer Psychology (-)
Otros Autores: Thorson, Esther (-), Moore, Jeri
Formato: Libro electrónico
Idioma:Inglés
Publicado: Mahwah, N.J. : Lawrence Erlbaum Associates 1996.
Colección:Advertising and consumer psychology
Advertising and consumer psychology.
Materias:
Communication in marketing > Congresses.
Marketing > Management > Congresses.
Ver en Biblioteca Universitat Ramon Llull:https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009628072106719
Tabla de Contenidos:
  • pt. I. Integrated marketing communication : definitions and theoretical founations
  • pt. II. Psychological processes and integrated communication
  • pt. III. Managing integrated marketing communication
  • pt. IV. Integrated campaigns : case studies
  • pt. V. Measuring the impact of integrated campaigns
  • pt. VI. The role of public relations in integrated marketing communication
  • pt. VII. Theoretical summary, a research agenda, and conclusions.

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