Integrated marketing communications : a systems approach / M. Joseph Sirgy.
Publisher: [S.l.] : Prentice Hall College Div, 1997Edition: 1st edDescription: 312 p. ; 25 cmISBN: 0132056186; 9780132056182DDC classification: 658.802 Online resources: Amazon.com | Amazon customer reviews Summary: Using a systems approach, this text explores the vital link between the marketing communications mix and strategic marketing. How-to in focus, it leads students step-by-step through the entire process of planning and managing the marketing communications tools to ensure the attainment of marketing and corporate-level goals. *Introduces the concept of integrated marketing communications (IMC), systems concepts used to build the systems model of IMC, and a specific systems model of IMC *Explores, in depth, the core of the systems model: strategy and tactics; viewing them as a process hierarchy or decision tree.| Item type | Current location | Home library | Call number | Status | Date due | Barcode | Item holds |
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Central Library (CL) | Central Library (CL) | 658.802 SIR (Browse shelf) | Available | NBS3886 | ||
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Central Library (CL) | Central Library (CL) | 658.802 SIR (Browse shelf) | Available | NBS4265 |
Hardcover.
Using a systems approach, this text explores the vital link between the marketing communications mix and strategic marketing. How-to in focus, it leads students step-by-step through the entire process of planning and managing the marketing communications tools to ensure the attainment of marketing and corporate-level goals. *Introduces the concept of integrated marketing communications (IMC), systems concepts used to build the systems model of IMC, and a specific systems model of IMC *Explores, in depth, the core of the systems model: strategy and tactics; viewing them as a process hierarchy or decision tree.
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