Ebook Advertising, promotion, and other aspects of integrated marketing communications: Part 1 includes the following chapters: Chapter 1: an overview of integrated marketing communications; chapter 2: enhancing brand equity and accountability; chapter 3: brand adoption, brand naming, and intellectual property issues; chapter 4: environmental, regulatory, and ethical issues; chapter 5: segmentation, targeting, and positioning; chapter 6: the communications process and consumer behavior; chapter 7: the role of persuasion in integrated marketing communications; chapter 8: objective setting and budgeting. |
