000			04378cam a2200397 i 4500
001			1257315169
003			OCoLC
005			20250826161558.0
008			210614s2022 nyu b 001 0 eng
010			_a2021028814
020			_a9780367436230 _q(hardback)
020			_a9780367436230
020			_a9780367436230 _q(paperback)
020			_a036743623X
020			_z9780367443382 _q(ebook)
040			_aDLC _beng _erda _cDLC _dOCLCO _dOCLCF _dUKOBU _dOCLCO _dY@Y
042			_apcc
050	0	0	_aHF6146.I58 _bJ87 2022
082			_a658.8 JUS 2022
100	1		_aJuska, Jerome M., _eauthor.
245	1	0	_aIntegrated marketing communication : _badvertising and promotion in a digital world / _cJerome M. Juska.
250			_aSecond edition.
264		1	_aNew York, NY : _bRoutledge, _c2022.
300			_axxix, 300 pages : _billustrations ; _c25 cm
336			_atext _btxt _2rdacontent
337			_aunmediated _bn _2rdamedia
338			_avolume _bnc _2rdacarrier
500			_aRevised edition of the author's Integrated marketing communication, 2018.
504			_aIncludes bibliographical references and index.
505	0		_aArtificial Intelligence: Another Digital Transformation for the Future of Marketing -- Integrated Marketing Communication: Pathways for Brand Messages and Content -- Marketing Research Methods: Collecting and Analyzing Input for Decision-Making -- IMC Objectives and Budgets: Funding Methods and Allocating Financial Resources -- Segmentation Strategies: Prioritizing Target Groups for Effective Brand Communication -- Creativity Strategies and Advertising: The Storytelling Process, People, and Procedures -- Digital Media Strategies: Owned and Shared Pathways for Delivering Brand Content -- Legacy Media Strategies: Paid Pathways for National and Local Advertising Campaigns -- Sales Promotion Strategies: Motivating Shoppers to React and Respond to Special Offers -- Public Relations Strategies: Earned Media Coverage and Building Lasting Relationships -- Brand Visibility Strategies: Displaying a Physical Presence and Using Personal Contact -- B2B Communication Strategies: Retaining Customers and Discovering New Buyers.
520			_a"Now in its second edition, this textbook explores the continuing transformation of advertising, sales promotion, and public relations functions within the marketing discipline. The content focuses on emerging new technologies, as well as established digital and legacy media, as the reader is guided through the process of developing and implementing a comprehensive Integrated Marketing Communication plan for companies, organizations, and brands. Clear, concise and practical, the book takes the reader through consumer, market, and competitive research; creative conceptualization; market segmentation, identification of a target audience, and brand positioning; as well as strategic decisions involving the timing, placement, and intensity of advertising, sales promotion, public relations, and brand visibility. The new edition emphasizes the importance of social media, website development, search engine optimization, mobile marketing, brand promotion events, and retail store connectivity. Updated to include more digital content with detailed international examples, this new edition adds four new chapters including IMC objectives, budgets, and metrics, legacy media planning, B2B marketing strategies, and innovative technologies with topics such as artificial intelligence, predictive analytics, synthetic media, virtual reality, and voice marketing. Upper-level undergraduate and postgraduate students will appreciate this lucid up-to-date text, as will business professionals in executive education and certificate programs. Experiential learning is provided with chapter assignments and a continuity case study woven into the textbook. The second edition is also accompanied by robust online resources, including PowerPoint slides, chapter videos, lecture notes, classroom exercises, digital flash cards, test banks, instructor resource book, and interactive template for preparing an IMC Plan"-- _cProvided by publisher.
650		0	_aInternet advertising.
650		0	_aInternet marketing.
776	0	8	_iOnline version: _aJuska, Jerome M. _tIntegrated marketing communication _bSecond edition. _dNew York, NY : Routledge, 2022 _z9780367443382 _w(DLC) 2021028815
942			_2ddc _cBK _n0
999			_c568 _d568