Eric Stewart Harvey | Akateeminen Kirjakauppa

A guidebook to the entire process from beginning to end, Developing an Integrated Marketing Plan introduces the fundamentals of integrated marketing communications. It shows students how to put together a creative and effective integrated marketing communications plan that can be used by both marketers and their clients.

Students learn how an integrated marketing plan functions in the overall marketing communication environment. They learn how to conduct primary and secondary research and conduct a SWOT analysis. The book also discusses the role of the target market profile and how to define objectives and develop strategies. Other topics include establishing a budget and dealing with media objectives, strategy, and tactics. The final chapters of the text cover evaluations of the plan and the importance of creating an integrated marketing communications campaign plan book.

Based on the author's extensive experience as a professional marketer, Developing an Integrated Marketing Plan is well-suited to courses in marketing and advertising communication.