TY  - BOOK
AU  - Mishra, Anubhav
AU  - Vijay, Tata Sai
TI  - Integrated advertising,promotion and marketing : communicating in a digital world
SN  - 9781032780962
U1  - 658.802 
PY  - 2024///
CY  - New York
PB  - Routledge
KW  - Integrated marketing
KW  - Advertising
N1  - An introduction to IMC............................

Strategic importance of IMC............................

Segmentation, targeting, and positioning............................

Understanding consumers............................

 The process of communication............................

Creativity and advertising classification............................

Media strategy and planning............................

Traditional media............................

Internet and mobile marketing............................

Social media marketing............................

Sales and trade promotion............................

Direct marketing and personal selling............................

Outdoor and support media............................

Publicity and public relations............................

Measuring the effectiveness of marketing campaign............................

Ethical, social, and regulatory perspectives............................

Global and cultural challenges............................

Direct marketing and personal selling............................

Outdoor and support media............................

Publicity and public relations............................

Measuring the effectiveness of marketing campaign............................

Ethical, social, and regulatory perspectives............................

Global and cultural challenges
ER  -