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Bibliografische Details

Titel: Principles of Advertising and IMC
Verlag: McGraw-Hill Education
Ver�ffentlichungsdatum: 2004
Sprache: Englisch
ISBN-10: 0072956151
ISBN-13: 9780072956153
Bindung: Softcover
Ausgabe: 2nd Pkg.
Zustand: Very Good

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Inhaltsangabe

Principles of Advertising and IMC, 2/e by Tom Duncan explains the principles and practices of advertising and the other marketing communication functions within an integrated context complete with an integrated planning process. Duncan’s text presents the new ways companies communicate with business-savvy customers. It also shows how and why top management demands accountability of how advertising and promotion dollars are spent. Principles of Advertising and IMC provides students with a basic understanding of all the major marketing communication functions, the major media alternatives, and the processes for integrating these activities in the most effective and efficient way in order to develop long-term, profitable customer relationships that build brands and create brand equity. Based on feedback from reviewers, author Tom Duncan has increased the 2nd Edition coverage of key advertising concepts (like channel marketing, customer service, direct response and personal selling) to ensure a well-rounded approach to the Principles of Advertising course.

�ber die Autorin bzw. den Autor

The founder of the Integrated Marketing Communication graduate program at the University of Colorado-Boulder, where he currently teaches. He is also a consultant to both companies and agencies on IMC and brand building. Before becoming a professor, Duncan worked in the industry for 15 years. He started his career in marketing research and account management at the Leo Burnett advertising agency's worldwide headquarters in Chicago. He worked on such accounts as Kentucky Fried Chicken and Procter & Gamble. He then went to the client side, where he was director of marketing services for Eckrich Processed Meats, a division of Beatrice Foods, and later vice president of marketing at Jeno's Frozen Foods, where he was responsible for new products.

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