tailieunhanh - Bài giảng Marketing Management: Chương 19 - Integrated Marketing Communications

Bài giảng Marketing Management: Chương 19 - Integrated Marketing Communications bao gồm những nội dung về hỗn hợp truyền thông tiếp thị, quá trình truyền thông, truyền thông hiệu quả cùng một số nội dung khác. | Chapter 19 Integrated Marketing Communications 19 -1 NMD. Truyền thông tiếp thị kết hợp Integrated marketing communications is a way of looking at the whole marketing process from the viewpoint of the customer. 19 -2 NMD. Nội dung chương In this chapter, we focus on three major questions: How does communication work? What are the major steps in developing an integrated marketing communications program? Who should be responsible for marketing communication planning? 19 -3 NMD. Hỗn hợp truyền thông tiếp thị Marketing Communications Mix 19 -4 Quảng cáo Advertising Khuyến mãi bán hànhg Sales Promotion Quan hệ công chúng Public Relations and Publicity Bán hàng cá nhân Personal Selling Tiếp thị trực tiếp và tương tác Direct and Interactive Marketing NMD. Quá trình truyền thông Table : Common Communication Platforms Advertising Sales Promotion Public Relations Personal Selling Direct Marketing Print and broadcast ads Contests, games, sweepstakes, lotteries Press kits Sales presentation Catalogs Packagingouter Premiums and gifts Speeches Sales meetings Mailings Packaging inserts Sampling Seminars Incentive programs Telemarketing Fairs and trade shows Annual reports .