内容

目次

I. INTRODUCTION. Integrated Marketing Communications. Systems Concepts.A Systems Model of Integrated Marketing Communications. II. STRATEGYAND TACTICS. Corporate Strategy and Tactics. Marketing Strategy andTactics. Marketing Communications Strategy and Tactics. III.OBJECTIVES, BUDGETING, AND CONTROL. Objectives and PerformanceMeasures. Budget. Monitoring and Control. IV. ANALYSIS AND PLANNING.Analysis and Planning: Strategy Selection. Analysis and Planning:Objective Setting. Analysis and Planning: Budgeting. V. THE MARKETINGCOMMUNICATIONS SYSTEM AT LARGE. Lessons in Integration. Glossary. Index.