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Chpt 006 - Integrated Marketing Communication Strategy and Management

Chpt 006 - Integrated Marketing Communication Strategy and Management

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Published by: api-3740973 on Oct 18, 2008
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03/18/2014

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Integrated Marketing
Communication Strategy and
Management

Chapter 6
6-2
In this chapter, you will
learn about\u2026
1. Integrated Marketing Communication (IMC)
Strategy Framework
2. Information Requirements in Purchase
Decisions
3. Reasonable Communication Objectives

4. Developing an IMC Mix
Information Requirements of Buyers
Nature of the Offering
Target-Market Characteristics
Organizational Capacity
Push versus Pull Communication Strategies

6-3
In this chapter, you will
learn about\u2026
1. Marketing Web Sites and Integrated Marketing
Communications
Purpose of Marketing Web Sites
Leveraging Advertising and Personal
Selling with Promotional Web Sites
2. Communication Mix Budgeting
Communication Budget Allocation
3. Evaluation and Control of the Communication
Process

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