The IMC Handbook

by Kelly, J. Steven; Jones, Susan K.

• ISBN13: 9781933199344
• ISBN10: 1933199342
• Edition: 2nd
• Format: Paperback
• Copyright: 2011-07-31
• Publisher: Racom Communications

Summary

IMC Handbook is a comprehensive survey of the fast-growing field of integrated marketing communications, the new discipline that merges the fields of advertising, marketing, direct marketing, and marketing communications. All of the readings and cases in this new edition have been totally updated. One-third of them are new to this edition.

Table of Contents

Acknowledgments	p. ix
About the Case Writers' Workshop and the Development of this Book	p. x
Readings
Solving Marketing Problems with an Integrated Process	p. 1
What is a Brand (And Why Does it Matter?)	p. 12
Customer Relationship Management	p. 21
Creative Strategy in Integrated Marketing Communications	p. 34
An Introduction to Database Marketing	p. 47
Media Planning: The Business End of Advertising	p. 55
The Economics of Database Marketing	p. 65
Search Engine Optimization	p. 81
Business-to-Business Marketing	p. 97
Business-to-Business Lead Generation	p. 115
Consumer Privacy: Knowing Your Customers Without Really "Knowing" Them	p. 126
Multichannel Marketing	p. 134
History Matters: International Direct Marketing 30 Years On	p. 142
Multicultural Marketing in the U.S	p. 152
Contact and Call Centers	p. 166
Marketing Upgrade: Using Web 2.0 to Connect, Build, and Sell	p. 179
Mobile Marketing and the Mobile Decade to Come	p. 196
DRTV and Integrated Marketing	p. 202
Cases
Allstate Insurance: Building Relationships through Email Campaigns	p. 219
American Cancer Society Chicago Chapter May Walk and Roll Event Marketing Campaign	p. 230
American Standard	p. 238
Amtrak: A Communications Planning Challenge	p. 244
Direct Mail Marketing at the Art Institute of Chicago	p. 251
The Chicago Girl Scouts	p. 265
Coldwell Banker-Virginia Beach	p. 277
Domino's Pizza: Growing Sales With Technology	p. 293
Häagen-Dazs® Loves Honey Bees	p. 311
Hallmark Gold Crown Card Program: Member Relations Challenges in a Relationship Industry	p. 322
ING Direct Cafés	p. 332
J. Jill: Transforming the Customer Experience	p. 339
Kiln Creek Golf Club & Resort: On Par for an Integrated Marketing Communications Campaign to Acquire New Members	p. 348
Lane Bryant	p. 360
Scratch-off Summer Games at Lettuce Entertain You in Chicago	p. 369
McDonald Garden Center	p. 381
Nonna's Italian Restaurant	p. 397
Peninsula Society for the Prevention of Cruelty to Animals (PSPCA)	p. 416
Primetime Developmental Playthings	p. 431
The Red Bell	p. 449
Saint Laurie Merchant Tailors	p. 463
Powered By SRAM	p. 478
Home Equity Loans in Texas: The Wells Fargo Experience	p. 489
Index	p. 499
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