000			nam a22 4500
999			_c117575 _d117575
003			OSt
005			20200629124417.0
008			191009b ||||| |||| 00| 0 eng d
020			_a9781526438652
040			_c
050			_a658.8 _bMAR
082			_a658.8 _bMAR
100			_aRossiter, John R. _943588
245			_aMarketing Communications: Objectives, Strategy, Tactics
260			_bSage Publications India Pvt. Ltd. _c2018 _aNew Delhi
300			_a566p
500			_aPart I: Marcoms and Branding 1. Marketing Communications and Campaign Planning 2. Branding and Brand Positioning Part II: Marcus Campaign Objectives 3. Campaign Target Audience Selection and Action Objectives 4. Campaign Communication Objectives Part III: Creative Strategy 5. Key Benefit Claim and The Creative Idea 6. Brand Awareness and Brand Attitude (Grid) Tactics 7. Attention Tactics and Pretesting Part IV: Sales Promotion Strategy 8. Manufacturer and Retailer Promotions Part V: Media Strategy 9. Media-Type Selection and the Reach Pattern 10. Effective Frequency and Strategic Scheduling Rules Part VI: Campaign Management 11. Setting the Campaign Budget 12. Campaign Tracking Part VII: Other Marcum’s 13. Corporate Image Advertising Sponsorships and PR 14. Personal Selling and Customer Database Marketing 15. Social Marketing and Ethics
700			_aPercy, Larry _943589
700			_aBergkvist, Lars _943590
942			_2ddc _cLB _k658.8 _mMAR