Integrated Marketing Communication and Advertising

ISBN Number : 978-93-5202-188-8

Student Price : Rs.140

Student Dollar Price : 6$

Book Edition : First

Year of Publication : 2016

No. Of Pages : 150

About The Book

"Integrated marketing communication is a way of looking at the whole marketing process from the viewpoint of the customer."

Overall, it's not enough to just reach the customer. In today's world, organizations not only push out messages but also use technology to reach their target audiences. Business and organizations rely on Internet presence to tell their story and provide the ability to purchase products, when appropriate. Organization also use social media to internet with customers and prospective customers. And since the Internet is so highly used as a source of information organizations and businesses strive to rank in the top listing of an Internet search.

This book of "Integrated Marketing Communication and Advertising" has been written strictly as per the syllabus of University of Mumbai of SYBMS Semester - IV in a simple points of this book. Various resource from reference book, blogs, articles, internet library, etc. were referred to prepare the content.

 

Contents

Unit – I Introduction to Integrated Marketing Communication
1. Introduction Marketing Communication
2. Promotional Tools for IMC
3. The Communication Process
4. Establishing Objective and Budgeting
Unit – 2 Elements of IMC
5. Sales Promotion
6. Public Relation and Publicity
7. Direct Marketing
8. Personal Selling
9. Advertising
Unit – 3 Advertising
10. Advertising and Creativity
11. Advertising Agency
Unit – 4 budget and Measuring Effectiveness
12. Advertising budget
13. Advertising research and Marketing the Effectiveness of Advertisement
14. Advertising and Promotion Ethics

About The Author

Prof. Subhashini Naikar -

M.Com, DHRM.

Advance Diploma in Business Administration,

P G DHRM SET,

Ghanshyamdas Saraf Girl`s College,

Malad (W), Mumbai.

Booma Halpeth -

B.Sc., M.B.A., M.D.B.A., P.G.D.R.M., NET

Visiting Faculty, Model College, Dombivali.

Formerly Territory Manager,

Eli Lilly Ranbaxy Ltd.

Prof. (Dr.) Shekher Chandratre, M.Com., M.Phil., Ph.D, HOD (Commerce) and Vice Principle of PDLC. He has teaching experience of 31 years. He was a member of syllabus framing committee of the University of Mumbai for F.Y., S.Y. and T.Y. B.Com. Courses, Chairman Charman of Paper Setting Committee for University Exams. He was a member of the budget Scrutiny Committee of the University of Mumbai. He has been invited by colleges as an expert on various subjects to guide students for University exam. He has been nominated by the university as a subject expect on various communities for selection of teachers at various stages of their selection and promotion.

Book Reviews

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