Integrated Brand Promotion Management: Text, Cases, and Exercises - Tapa blanda

Murphy Et Al

 
9780757577918: Integrated Brand Promotion Management: Text, Cases, and Exercises
Tapa blanda
ISBN 10: 0757577911 ISBN 13: 9780757577918
Editorial: Kendall/Hunt Publishing Company, 2019

Sinopsis

Integrated Brand Promotion Management: Text, Cases, and Exercises provides the foundation for university-level courses that help students explore and understand the range of options available to brand decision-makers.

Integrated Brand Promotion Management covers a wide range of decision-making areas in 17 chapters.

Traditional areas included are:

  • establishing objectives
  • budgeting
  • creative strategy
  • direct marketing
  • public relations
  • client/agency relations
  • ethical considerations


These areas are supplemented with a chapter discussing event sponsorship, product placements, and branded entertainment. Internet marketing, web sites, viral and social networking, as well as, experiential and guerrilla marketing are examined in an additional chapter.

Using the case method of learning, students are challenged to analyze a mix of actual situations selected by their professor. Professors may select from 52 cases that include a wide range of contemporary brand marketers, such as Home Depot, the non-profit Wildflower Center, Whole Foods Market, The Wall Street Journal, CW’s “Gossip Girl,” Bethany College, Shiner Beer, and Costa del Mar sunglasses.

Exercises providing the basis for guiding student thinking and generating classroom discussion are incorporated throughout Integrated Brand Promotion Management.

"Sinopsis" puede pertenecer a otra edición de este libro.

Reseña del editor

Integrated Brand Promotion Management: Text, Cases, and Exercises provides the foundation for university-level courses that help students explore and understand the range of options available to brand decision-makers. Integrated Brand Promotion Management covers a wide range of decision-making areas in 17 chapters. Traditional areas included are: establishing objectives budgeting creative strategy direct marketing public relations client/agency relations ethical considerations These areas are supplemented with a chapter discussing event sponsorship, product placements, and branded entertainment. Internet marketing, web sites, viral and social networking, as well as, experiential and guerrilla marketing are examined in an additional chapter. Using the case method of learning, students are challenged to analyze a mix of actual situations selected by their professor. Professors may select from 52 cases that include a wide range of contemporary brand marketers, such as Home Depot, the non-profit Wildflower Center, Whole Foods Market, The Wall Street Journal, CW's "Gossip Girl," Bethany College, Shiner Beer, and Costa del Mar sunglasses. Exercises providing the basis for guiding student thinking and generating classroom discussion are incorporated throughout Integrated Brand Promotion Management.

"Sobre este título" puede pertenecer a otra edición de este libro.

Editorial
Kendall/Hunt Publishing Company
Año de publicación
2019
Idioma
Inglés
ISBN 10 
0757577911
ISBN 13 
9780757577918
Encuadernación
Tapa blanda
Número de páginas
604
Contacto del fabricante
no disponible
Persona responsable
no disponible

Otras ediciones populares con el mismo título

9781524992835: Integrated Brand Promotion Management: Text, Cases, and Exercises

Edición Destacada

ISBN 10:  1524992836 ISBN 13:  9781524992835
Editorial: Kendall/Hunt Publishing Company, 2019
Tapa blanda