TAILIEUCHUNG - Lecture Marketing (11/e): Chapter 17 – Kerin, Hartley, Rudelius

Chapter 17 provides knowledge of integrated marketing communications and direct marketing. This chapter discuss integrated marketing communication and the communication process; describe the promotional mix and the uniqueness of each component; select the promotional approach appropriate to a product’s target audience, life-cycle stage, and channel strategy. | McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved. LO1 Discuss integrated marketing communication and the communication process. Describe the promotional mix and the uniqueness of each component. LO2 LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 17, YOU SHOULD BE ABLE TO: LO4 Describe the elements of the promotion decision process. Explain the value of direct marketing for consumers and sellers. LO5 LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 17, YOU SHOULD BE ABLE TO: Select the promotional approach appropriate to a product’s target audience, life-cycle stage, and characteristics, as well as stages of the buying decision and channel strategies. LO3 GET ENGAGED IN THE TWITTERVERSE! Age of Engagement THE COMMUNICATION PROCESS LO1 Promotional Mix Integrated Marketing Communications (IMC) Inform Prospective Buyers Persuade Them To Try Remind Them of the Benefits FIGURE 17-1 The communication process consists of six key elements THE .

• Marketing - Bán hàng
• Marketing environment
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• Lecture Marketing
• Targeting marketing opportunities
• Integrated marketing communications
• Direct marketing
• Marketing strategies
• Lecture M Marketing
• Analyzing the marketing environment
• Corporate partners
• Principles of Marketing
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• Environmental scanning
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