The IMC handbook
Subtitle: readings & cases in integrated marketing communications
By: editors, J. Steven Kelly, Susan K. Jones
Publisher: Racom Communications
Published: 2012
Place of publication: [Chicago]
Language: eng
Number of pages: 509
ISBN-13: 9781933199344
Subjects: Communication in marketing; Customer relations; Management; Cases; Interactive marketing; Advertising; Psychological aspects; Marketing; Technological innovations; Information technology; Economic aspects; Public relations; Research; Methodology
Description: A collection of essay and cases on customer-centered marketing by educators and practitioners in the field. "As long as there have been buyers, makers and sellers, there have been marketing challenges and opportunities. Historically ... the seller had immediate and personal contact with the buyer in the market [or] the bazaar ... While the system was personal, it wasn't very efficient ... As the marketplace evolved, it became more complex, [and] the makers and sellers invented what we now call "marketing" to solve the lack of maker/buyer closeness. In its simplest form, marketing is ... a number of activities makers/sellers use in an attempt to close the gap between themselves and the buyer. For example, the maker/seller now uses tools such as customer research, logistics, and distribution, marketing communication, and the like." From Part I, Reading 1.
Notes: Includes bibliographical references and index.
Table of contents: title: Acknowledgements -- About the case writer's workshop and the development of this book -- I. READINGS; title: Solving Marketing problems with an integrated process  -- Don. E. Schultz; title: What is a brand (and why does it matter?)  -- Derek Moore; title: Customer relationship management  -- Robert Galka; title: Creative strategy in integrated marketing communications  -- Susan K. Jones; title: An introduction to database marketing  -- Arthur Middleton Hughes; title: Media planning: the business end of advertising  -- Marian Azzaro; title: The economics of database marketing  -- Robert Weinberg; title: Search engine optimization  -- June Moore; title: Business-to-business marketing  -- Victor L. Hunter, Sheila T. Zelenski and Jeff J. Kreutzer; title: Business-to-business lead generation  -- Ruth P. Stevens; title: Consumer privacy : knowing your customers without really "knowing" them  -- Jennifer Barrett; title: Multichannel marketing  -- Debra Ellis; title: History matters : international direct marketing 30 years on  -- Charles Prescott; title: Multicultural marketing in the U.S.  -- Jaime Noriega; title: Contact and call centers  -- Mitchell Lieber; title: Marketing upgrade : using web 2.0 to connect, build and sell  -- Stephen R. Koenig and Neil Granitz; title: Mobile marketing and the mobile decade to come  -- Mickey Alam Kahn; title: DRTV and integrated marketing -- Tim Hawthorne.; title: PART II. Cases; title: Allstate Insurance : building relationships through email campaigns  -- Blodwen Tarter, Mary Caravella, and Debra Zahay; title: American Cancer Society Chicago Chapter May Walk and Roll Event Marketing Campaign  -- J. Stephen Kelly, Frank K. Bryant, RayeCarol Cavender, Kate Stevenson, and Regine Vanheems; title: American Standard  -- Manuel Pontes, William Thompson, and Frank Whitehouse; title: Amtrak : a communications planning challenge  -- Marian Azzaro; title: Direct mail marketing at the Art Institute of Chicago  -- Ralitza Nikolaeva, Eunsang Yoon, and Ella Carter; title: The Chicago Girl Scouts  -- Greg Baleja, Thomas A. Tully, and Benjamin Weeks; title: Colwell Banker -- Virginia Beach  -- Lisa D. Spiller and Carol Scovotti; title: Domino's pizza : growing sales with technology  -- Matthew H. Sauber, David A. Marold, and Alicia Anderson; title: Häagen-Dazs© loves honey bees  -- Blodwen Tarter and Jack Saunders; title: Hallmark gold crown card program : member relations challenges in a relationship industry  -- Carla Johnson, Monle Lee, and Susan Seymour; title: ING direct cafés  -- Stacy Neier, Blodwen Tarter, and Debra Zahay; title: J. Jill : transforming the customer experience  -- J. Stephen Kelly, Francy Smith, and Regine Vanheems; title: Kiln Creek Gold Club and Resort : on par for an integrated marketing communications compaign to acquire new members  -- Lisa D. Spiller and Carol Scovotti; title: Lane Bryant  -- Eve Caudill Rapp and Louella Benson Garcia; title: Scratch-off summer games at Lettuce Entertain You in Chicago  -- Jan Owens, Ralitza Nikolaeva, Neil Younkin, and Ella Carter; title: McDonald Garden Center  -- Lisa D. Spiller and Carol Scovotti; title: Nona's Italian restaurant  -- Lisa D. Spiller and Carol Scovotti; title: Peninsula Society for the Prevention of Cruelty to Animals (PRSPCA)  -- Lisa D. Spiller and Carol Scovotti; title: Primetime Developmental Playthings, Inc.  -- Harlan Spotts and Greg Baleja; title: The Red Bell  -- Dirk Baldwin and Harlan Spotts; title: Saint Laurie Merchant Tailors  -- Tanya Bender Henderson, Susan K. Jones, Gary Kaskowitz, and Betty Parker; title: Powered by SRAM  -- David Aron and William Keep; title: Home equity loans in Texas : the Wells Fargo experience -- Mary Alice Shaver and Carol Ann Hackley-- Index.