Wood, Charles M. creator University of Tulsa text xxu London, Ontario Ivey Business School 2014 monographic eng

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v, 449 p.: ill.; Contents: An introduction to Integrated marketing communications -- Brands and brand relationships -- Establishing objectives and budgeting for the promotional program -- Measurement, evaluation and effectiveness -- Creative strategy: planning and development: principles of two-dimensional design -- Media planning and strategy -- Direct marketing -- The internet and interactive media -- Online advertising/search engine marketing -- Social media marketing -- Web analytics -- Sales promotion -- Evaluating the social, ethical and economic aspects of advertising and promotion -- Charles M. Wood Includes glossary. Marketing Communication in marketing Marketing channels Sales promotion HF5415.123.W87 9781308255521 120530 20211210122337.0