Integrated Marketing Communication: Building Brands Through Advertising and Promotional Activities: Building Brands Through Advertising and Promotional Activities

Author: Yingyin
Publisher:
Publish Date: 2003-01-01
Features: This is a textbook on how to build brands through integrated marketing communication, filling the gap in textbooks on this topic. The book has a clear theoretical framework, differing from the theoretical structure of general Advertising textbooks, introducing the evolution process from marketing communication to integrated marketing communication, as well as the relationships between brands and stakeholders, and brands and integrated marketing communication. The content of the book is innovative, discussing marketing communication issues more from the perspective of advertisers (i.e., enterprises) and emphasizing a customer-oriented approach. The book retains many advantages of American textbooks, such as having a brief table of contents and a detailed table of contents; each chapter begins with an introduction and a case study to engage readers, along with a summary of key points for each chapter; detailed and standardized notes and references; a comprehensive glossary of professional terms, index of names, and content; and is illustrated throughout. This book can serve as a textbook for students majoring in marketing, business administration, advertising, and related fields.