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Integrated Marketing Communications


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Table of Contents

Part 1: The marketing communication process 1. Integrated marketing communications and brand equity enhancement 2. The communication process 3. Persuasion in marketing communications 4. Market segmentation and brand positioning Part 2: Advertising management 5. Advertising management 6. Advertising strategy and implementation Part 3: Media strategies 7. Broadcast media 8. Print and support media 9. Digital marketing 10. Media planning and analysis Part 4: Elements of integrated marketing communications 11. Direct marketing 12. Sales promotion 13. Marketing public relations and sponsorship marketing 14. Personal selling 15. Evaluating advertising effectiveness

About the Author

Bill Chitty was a lecturer in marketing at the Murdoch Business School. He taught, and had a research interest in, marketing communications and services marketing. He co-authored several refereed conference papers that were presented at various academic conferences in Australia and overseas, and research papers that have been published in the Journal of Marketing Communication, the Journal of Internet Business Studies, Marketing Intelligence and Planning, and Psychology and Marketing. He has also co-authored two other marketing texts - Marketing 3 and Services Marketing. Prior to joining Murdoch University in 1992, Bill was employed as a marketing manager in the telecommunications industry responsible for the marketing of network products. Dr Michael Valos is Senior Lecturer in Marketing at Deakin University, Melbourne, where he teaches Promotional Strategy and Online Marketing. His research interests include digital marketing, multi-channel marketing and health promotion. Prior to becoming an academic he was a marketing executive in the telecommunications sector in the areas of product management, business planning and marketing communications. He was top student in the Monash University Master of Marketing Program in 1995. He regularly writes and is quoted in Marketing Magazine. He has won an outstanding paper award from Emerald Publishing for the Marketing Intelligence and Planning journal and has forthcoming papers in the Journal of Marketing Management and the Journal of Strategic Marketing. Nigel Barker is a freelance lecturer working for a range of institutions in Australia, Asia and Europe. Nigel regularly lectures for Macquarie Graduate School of Management, The University of Adelaide Business School, Bond University and Frankfurt School of Finance and Management. Following his move from the UK in 1997, where he held a range of marketing positions, Nigel gained his Masters in Marketing from Charles Sturt University. He now teaches a range of undergraduate and postgraduate marketing classes and splits his time between Australia and Europe while remaining passionate about branding and marketing communication topics. Nigel has also provided instructor materials for other marketing publications, as well as consulting to state government and several national and multinational firms. Terence Shimp is Distinguished Professor Emeritus at the University of South Carolina where he was a faculty member for 29 years and earned a number of teaching awards, including the Amoco Foundation Award. The former W. W. Johnson Distinguished Foundation Fellow and Chair of the Marketing Department in the Moore School of Business, Dr. Shimp also taught at Kent University. He has published widely in marketing, consumer behavior, and advertising, and received the American Academy of Advertising's lifetime award for outstanding contributions to research in advertising. Past president of the Association for Consumer Research, as well as the Journal of Consumer Research policy board, Dr. Shimp has represented the Federal Trade Commission and various state agencies as an expert witness in issues concerning advertising deception and unfairness. Terence A. Shimp received his doctorate from the University of Maryland.

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