Integrated Brand Promotion Management: Text, Cases, and Exercises
Language: English
Published by Kendall Hunt Publishing, 2012
- Softcover
- Used
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- Title
- Integrated Brand Promotion Management: Text, Cases, and Exercises
- Author
- DELEWIS LIZA S.,CUNNINGHAM ISABELLA C,MURPHY JOHN H
- Publisher
- Kendall Hunt Publishing
- Publication year
- 2012
- Condition
- Acceptable
- Binding
- Paperback
- Language
- English
- ISBN 10
- 0757577911
- ISBN 13
- 9780757577918
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.
"Synopsis" may belong to another edition of this title.
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