The IMC Handbook
by Kelly, J. Steven; Jones, Susan K.Edition: 2nd
Format: Paperback
Pub. Date: 2011-07-31
Publisher(s): Racom Communications
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Summary
IMC Handbook is a comprehensive survey of the fast-growing field of integrated marketing communications, the new discipline that merges the fields of advertising, marketing, direct marketing, and marketing communications. All of the readings and cases in this new edition have been totally updated. One-third of them are new to this edition.
Table of Contents
| Acknowledgments | p. ix |
| About the Case Writers' Workshop and the Development of this Book | p. x |
| Readings | |
| Solving Marketing Problems with an Integrated Process | p. 1 |
| What is a Brand (And Why Does it Matter?) | p. 12 |
| Customer Relationship Management | p. 21 |
| Creative Strategy in Integrated Marketing Communications | p. 34 |
| An Introduction to Database Marketing | p. 47 |
| Media Planning: The Business End of Advertising | p. 55 |
| The Economics of Database Marketing | p. 65 |
| Search Engine Optimization | p. 81 |
| Business-to-Business Marketing | p. 97 |
| Business-to-Business Lead Generation | p. 115 |
| Consumer Privacy: Knowing Your Customers Without Really "Knowing" Them | p. 126 |
| Multichannel Marketing | p. 134 |
| History Matters: International Direct Marketing 30 Years On | p. 142 |
| Multicultural Marketing in the U.S | p. 152 |
| Contact and Call Centers | p. 166 |
| Marketing Upgrade: Using Web 2.0 to Connect, Build, and Sell | p. 179 |
| Mobile Marketing and the Mobile Decade to Come | p. 196 |
| DRTV and Integrated Marketing | p. 202 |
| Cases | |
| Allstate Insurance: Building Relationships through Email Campaigns | p. 219 |
| American Cancer Society Chicago Chapter May Walk and Roll Event Marketing Campaign | p. 230 |
| American Standard | p. 238 |
| Amtrak: A Communications Planning Challenge | p. 244 |
| Direct Mail Marketing at the Art Institute of Chicago | p. 251 |
| The Chicago Girl Scouts | p. 265 |
| Coldwell Banker-Virginia Beach | p. 277 |
| Domino's Pizza: Growing Sales With Technology | p. 293 |
| Häagen-Dazs® Loves Honey Bees | p. 311 |
| Hallmark Gold Crown Card Program: Member Relations Challenges in a Relationship Industry | p. 322 |
| ING Direct Cafés | p. 332 |
| J. Jill: Transforming the Customer Experience | p. 339 |
| Kiln Creek Golf Club & Resort: On Par for an Integrated Marketing Communications Campaign to Acquire New Members | p. 348 |
| Lane Bryant | p. 360 |
| Scratch-off Summer Games at Lettuce Entertain You in Chicago | p. 369 |
| McDonald Garden Center | p. 381 |
| Nonna's Italian Restaurant | p. 397 |
| Peninsula Society for the Prevention of Cruelty to Animals (PSPCA) | p. 416 |
| Primetime Developmental Playthings | p. 431 |
| The Red Bell | p. 449 |
| Saint Laurie Merchant Tailors | p. 463 |
| Powered By SRAM | p. 478 |
| Home Equity Loans in Texas: The Wells Fargo Experience | p. 489 |
| Index | p. 499 |
| Table of Contents provided by Ingram. All Rights Reserved. |
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