{"product_id":"developing-an-integrated-marketing-plan-eric-stewart-harvey-9781516520916","title":"Developing an Integrated Marketing Plan","description":"\u003cp\u003e\u003cem\u003eDeveloping an Integrated Marketing Plan\u003c\/em\u003e introduces students to the fundamentals of integrated marketing communications. It shows readers how to create an effective integrated marketing communications plan that can be used by both marketers and their clients. \u003cbr\u003e \u003cbr\u003e Students learn how an integrated marketing plan functions in the overall marketing communication environment. The book discusses the role of the target market profile and how to define objectives and develop strategies. Other topics include establishing a budget and dealing with media objectives, strategy, and tactics. The final chapters cover evaluations of the plan and the importance of creating an integrated marketing communications campaign plan book. \u003cbr\u003e \u003cbr\u003e The second edition features new and expanded coverage throughout, as well as a new Chapter 2. This rewritten chapter prepares students to complete a hands-on activity as they read the book: the development of their own comprehensive integrated marketing plan, beginning with situation analysis and primary research, progressing through the development of marketing objectives, creative strategy, budget, and a media plan, and concluding with creative execution of the full plan. \u003cbr\u003e \u003cbr\u003e Based on the author's extensive experience as a professional marketer, \u003cem\u003eDeveloping an Integrated Marketing Plan\u003c\/em\u003e is well-suited to courses in marketing and advertising communication.\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eEric Stewart Harvey\u003c\/strong\u003e holds an M.B.A. in business administration and economics from Kennesaw State University. Eric is a faculty member in the Miller College of Business at Ball State University, where he teaches courses on the principles of marketing and integrated marketing communication. Prior to teaching, he spent more than fifteen years as a marketing professional in the telecommunications industry, holding positions with GTE and Verizon. During his time with Verizon, Eric developed, marketed, and delivered the JetConnect product for Verizon Airfone, which pioneered the use of email and instant messaging on airplanes.\u003c\/p\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eAuthor:\u003c\/b\u003e Eric Stewart Harvey\u003cbr\u003e\u003cb\u003eISBN-10:\u003c\/b\u003e 1516520912\u003cbr\u003e\u003cb\u003eISBN-13:\u003c\/b\u003e 9781516520916\u003cbr\u003e\u003cb\u003ePublisher:\u003c\/b\u003e Cognella Academic Publishing\u003cbr\u003e\u003cb\u003eLanguage:\u003c\/b\u003e English\u003cbr\u003e\u003cb\u003ePublished:\u003c\/b\u003e 04\/22\/2019\u003cbr\u003e\u003cb\u003ePages:\u003c\/b\u003e 146\u003cbr\u003e\u003cb\u003eFormat:\u003c\/b\u003e Paperback\u003cbr\u003e\u003cb\u003eWeight:\u003c\/b\u003e 0.67lbs\u003cbr\u003e\u003cb\u003eSize:\u003c\/b\u003e 10.00h x 8.00w x 0.31d","brand":"Eric Stewart Harvey","offers":[{"title":"Paperback","offer_id":43940011180287,"sku":"9781516520916","price":88.95,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0662\/2982\/9887\/products\/img_bffa3015-0672-44fc-83c5-6bcd0700e927.jpg?v=1681444771","url":"https:\/\/www.whiterainbookhouse.com\/products\/developing-an-integrated-marketing-plan-eric-stewart-harvey-9781516520916","provider":"WR Book House","version":"1.0","type":"link"}