{"product_id":"integrated-marketing-in-a-modern-mark-mcmullen-9798823309684","title":"Integrated Marketing in a Modern World","description":"\u003cp\u003e\u003cem\u003eIntegrated Marketing in a Modern World \u003c\/em\u003eprovides readers with a clear understanding of the role and importance of integrated marketing communication in the development of comprehensive marketing plans for organizations. It also addresses the role and objective of each integrated marketing plan element, emphasizing how each element has a critical purpose in the development and execution of a winning marketing plan.\u003c\/p\u003e\u003cp\u003e \u003c\/p\u003e\u003cp\u003eOpening chapters introduce integrated marketing, review the key elements of a marketing plan, and speak to audience targeting and market segmentation. The book compares the ways in which outside agencies and in-house marketing departments operate, as well as the benefits and detractors of each. Additional chapters discuss the role of agency search consultants, critical elements of integrated marketing communication strategies across media, and how integrated marketing can build strong brands and drive sales. The final chapter features a collection of real-world case studies to demonstrate effective integrated marketing communication campaigns in practice.\u003c\/p\u003e\u003cp\u003e \u003c\/p\u003e\u003cp\u003eBased on the author's extensive experience in the advertising and marketing industry, \u003cem\u003eIntegrated Marketing in a Modern World \u003c\/em\u003eis an exemplary resource for courses and programs in marketing.\u003c\/p\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eAuthor:\u003c\/b\u003e Mark McMullen\u003cbr\u003e\u003cb\u003eISBN-10:\u003c\/b\u003e 8823309689\u003cbr\u003e\u003cb\u003eISBN-13:\u003c\/b\u003e 9798823309684\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 11\/17\/2023\u003cbr\u003e\u003cb\u003ePages:\u003c\/b\u003e 212\u003cbr\u003e\u003cb\u003eFormat:\u003c\/b\u003e Paperback\u003cbr\u003e\u003cb\u003eWeight:\u003c\/b\u003e 0.95lbs\u003cbr\u003e\u003cb\u003eSize:\u003c\/b\u003e 10.00h x 8.00w x 0.45d","brand":"Mark McMullen","offers":[{"title":"Paperback","offer_id":44809690349823,"sku":"9798823309684","price":108.95,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0662\/2982\/9887\/files\/img_e997f32e-5269-45c1-9196-6f4b4ec4641b.jpg?v=1707927204","url":"https:\/\/www.whiterainbookhouse.com\/products\/integrated-marketing-in-a-modern-mark-mcmullen-9798823309684","provider":"WR Book House","version":"1.0","type":"link"}