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Blakeman, Robyn, 1958-

Integrated marketing communication : creative strategy from idea to implementation / Robyn Blakeman. - Second Edition. - xi, 325 pages ;

Includes bibliographical references (pages 313-316) and index.

Preface -- Introduction -- Integrated marketing communication -- Imc marketing plans -- Branding and positioning -- Creative briefs -- The creative process -- Copywriting -- Campaigns -- Public relations -- Newspaper advertising -- Magazine advertising -- Radio advertising -- Television advertising -- Out-of-home and transit -- Direct marketing and sales promotion -- Internet marketing and social media -- Mobile media marketing -- Alternative media advertising -- Glossary -- Bibliography -- Index -- About the author.

ISBN: 9781442221215 9781442221222

LCCN:

Subjects--Facted Index Terms:
Communication in marketing.

Dewey Class. No.: 658.802 / BLA