Integrated Marketing Communications: Creativity, Consistency, and Effective Resource Allocation

Marketer's Toolkit: The 10 Strategies You Need to Succeed

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HBP

This chapter is excerpted from Harvard Business Essentials: Marketer's Toolkit. Innovative marketing communications is a strategic branding process through which customers are moved to purchase one company's products or services based on multiple communications to which the customers have been exposed. This chapter evaluates the various communications vehicles that are used and proposes steps to allocate financial resources in support of the brand and the complementary messages aimed at customer development. This chapter can be used alone or in concert with other Harvard Business School Press chapters grouped together into learning clusters. Other basic-level chapters on marketing: products 2556BC, 2564BC, 2572BC, 2580BC, 2599BC, 2602BC, 2610BC, 2629BC, 2645BC, and 2653BC.

出版日
2005/11
領域
マーケティング
ボリューム
15ページ
コンテンツID
CCJB-HBS-2637BC
オリジナルID
2637BC
ケースの種類
Press Chapter
言語
英語
カラー
製本の場合、モノクロ印刷での納品となります。

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