Higher Education
Author(s): Thomas C. O’Guinn | Chris T. Allen | Richard J. Semenik | Mohua Banerjee
ISBN: 9788131528105
Edition: 1st
© Year : 2016
Binding: Paperback
Pages: 516
Trim Size : 279 x 216 mm
4LTR Press, a Cengage Learning product, is a widely acclaimed concept of learning with a simple approach—creating an innovative teaching and learning solution built around today's learners and teachers. The idea behind bringing out this series of books is to introduce students and teachers in India to an innovative concept in management studies. Since the launch, 4LTR Press has helped more than 1,800,000 college students at over 2,000 schools succeed worldwide.
PROMO, a 4LTR Press product, takes into account and integrates the inputs from discipline-specific focus groups, conversations, and surveys; and presents the content in a visually-engaging page layout, keeping intact the high-quality content instructors need. It adopts a persuasive visual medium and emphasizes on the strategies and campaigns that organizations undertake to grow their brands. The topics cover fact-based updated information pertaining to global and Indian markets to familiarize readers with the real-world scenarios. The book aims at enjoyable reading and easy attention using comprehensive pedagogical features.
PART 1 THE PROCESS OF BRAND PROMOTION IN MARKETING
1 The World of Integrated Marketing Communication
2 The Promotion Industry
3 The Evolution of Promoting Brands
PART 2 UNDERSTANDING THE MARKET AND ENVIRONMENT FOR PROMOTING BRANDS
4 Understanding the Marketing Environment: Segmentation, Targeting, and Positioning
5 Understanding Buyer Behavior and the Communication Process
6 The Regulatory and Ethical Environment of Promotions
7 The International Market Environment for Brand Promotion
PART 3 THE TOOLS, EVALUATION, AND MEASUREMENT OF BRAND PROMOTION
8 Messaging and Media Strategies
9 The Internet
10 Direct Marketing
11 Sales Promotion and Point of Purchase
12 Sponsorship, Product Placements, and Branded Entertainment
13 Public Relations, Influencer Marketing, Social Media, and Corporate Advertising
14 Personal Selling and Sales Management
15 Measuring the Effectiveness of Brand Promotions
CASES
ENDNOTES
GLOSSARY
INDEX
Mohua Banerjee
Dr. Mohua Banerjee is Associate Professor (Marketing) and Dean (Placements and Corporate Relations) at International Management Institute, Kolkata. She completed her M.Com in Accountancy and Ph.D. from University of Calcutta. She has over twelve years of experience in teaching. She teaches courses on retail marketing, sales and distribution and marketing communication in Kolkata and courses on digital marketing and consumer behavior in foreign universities like University of Bordeaux, Tours and Celsa-Sorbonne University in France. She has consulted in the telecom sector and has conducted practice-oriented retail research with Oxford Institute of Retail Management, Saïd Business School, University of Oxford. She has been actively involved in Retail Management curriculum development for National Skill Development Mission, and NITTTR, Ministry of HRD. Her publications include research articles and cases in international journals and publishing houses.
