We Cover all
the Bases
Integrated
Marketing Communications Strategy
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The
fundamental concepts of marketing, including a customer orientation, matched
with attention to competition and core strengths.
Integrated
Marketing Communications Strategy
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The Marketing Communications Mix
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Integrated Marketing Communications
The Changing Communications Environment
The Need for Integrated Marketing Communications
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A View of the Communication Process
Steps in Developing Effective Communication
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Identifying the Target Audience
Determining the Communication Objectives
Designing a Message
Choosing Media
Selecting the Message Source
Collecting Feedback
Setting the Total Promotion Budget and Mix
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Setting the Total Promotion Budget
Setting the Overall Communication Mix
Integrating the Promotion Mix
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Socially Responsible Marketing Communication
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Advertising, Sales Promotion, and Public
Relations
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Advertising
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Setting Advertising Objectives
Setting the Advertising Budget
Developing Advertising Strategy
Evaluating Advertising
Sales Promotion
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Rapid Growth of Sales Promotion
Sales Promotion Objectives
Major Sales Promotion Tools
Developing the Sales Promotion Program
Public Relations
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The Role and Impact of Public Relations
Personal Selling and Direct Marketing
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The Nature of Personal Selling
The Role of the Sales Force
Managing the Sales Force
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Designing Sales Force Strategy and Structure
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Recruiting and Selecting Salespeople
Training Salespeople
Compensating Salespeople
Supervising Salespeople
Evaluating Salespeople
The Personal Selling Process
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Steps in the Selling Process
Personal Selling and Customer Relationship Management
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Direct Marketing
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The New Direct-Marketing Model Benefits and Growth of Direct Marketing
Customer Database: and Direct Marketing
Forms of Direct Marketing
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Integrated Direct Marketing
Public Policy and Ethical Issues in Direct Marketing
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