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MARC view
IMC : using advertising and promotion to build brands / Tom Duncan.
Series: McGraw-Hill/Irwin series in marketingPublication details: Boston : McGraw-Hill, 2002.Edition: 1st edDescription: xxxii, 783 p. : ill. (chiefly col.) ; 29 cmContent type:- text
- unmediated
- volume
- 0072501073
- 025621476X (alk. paper)
- HF5415.13 .D846 2002
| Item type | Current library | Home library | Shelving location | Call number | Materials specified | Status | Barcode | |
|---|---|---|---|---|---|---|---|---|
Books
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American University in Dubai | American University in Dubai | Main Collection | HF 5415.13 .D846 2002 (Browse shelf(Opens below)) | Copy Type:01 - Books | Available | 44747 |
Browsing American University in Dubai shelves, Shelving location: Main Collection Close shelf browser (Hides shelf browser)
| HF 5415.13 .D32 1986 Marketing management : strategy and cases / | HF 5415.13 .D367 1999 The market driven organization : understanding, attracting, and keeping valuable customers / | HF 5415.13 .D368 1999 Market driven strategy : processes for creating value / | HF 5415.13 .D846 2002 IMC : using advertising and promotion to build brands / | HF 5415.13 .D846 2005 Principles of advertising & IMC / | HF 5415.13 .H415 1984 The naked market : marketing methods for the 80s / | HF 5415.13 .H469 2005 Marketing kit for dummies / |
Includes bibliographical references and index.
This is an applied text with a strong brand message. Most texts on the market teach functions but neglect integration and organization, which should be the very foundation of Marketing. This text answers the questions of "when to use, how to use, and who should be involved" in the interrelated functions of Marketing today. This text also teaches the cost effectiveness of developing brand relationship (managing the ongoing dialogue between buyer and seller)and how to truly integrate the consumer into Business-to-business marketing vs. Business-to-consumer marketing (B2B and B2C).
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