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DC Field | Value | Language |
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dc.contributor.author | Camilleri, Mark Anthony | |
dc.date.accessioned | 2017-08-31T06:28:26Z | |
dc.date.available | 2017-08-31T06:28:26Z | |
dc.date.issued | 2017 | |
dc.identifier.citation | Camilleri , M. A. (2017). Integrated marketing communications. In M. A. Camilleri (Ed.), Travel marketing, tourism economics and the airline product : an introduction to theory and practice. Milan: Springer. | en_GB |
dc.identifier.isbn | 9783319498492 | |
dc.identifier.uri | https://www.um.edu.mt/library/oar//handle/123456789/21432 | |
dc.description.abstract | Promotion is one of the four major elements of the marketing mix. Therefore, an integrated marketing communications (IMC) strategy consisting of a combination of promotional tools could be an essential element of the businesses’ overall marketing strategy. Different promotional tools could foster an increased awareness of a company’s products or services, inform people about features and benefits, and move them to make a purchase. In this light, this chapter examines these promotional tools, individually. It suggests that effective IMC plans promote the companies’ products and services, by sending clear, consistent and complementary messages that are ultimately intended to turn prospects into customers. In conclusion, it posits that the marketing managers must consider the 6Ms (including the market, the mission, the message, the media, money and measurement) when they are preparing an IMC plan. | en_GB |
dc.language.iso | en | en_GB |
dc.publisher | Springer | en_GB |
dc.rights | info:eu-repo/semantics/openAccess | en_GB |
dc.subject | Communication in marketing | en_GB |
dc.subject | Advertising campaigns | en_GB |
dc.subject | Sales promotion | en_GB |
dc.subject | Advertising | en_GB |
dc.subject | Marketing | en_GB |
dc.subject | Internet marketing | en_GB |
dc.subject | Social media | en_GB |
dc.subject | Online social networks | en_GB |
dc.subject | Public relations | en_GB |
dc.subject | Digital media -- Marketing | en_GB |
dc.subject | Direct selling | en_GB |
dc.subject | Interactive marketing | en_GB |
dc.title | Integrated marketing communications | en_GB |
dc.title.alternative | Travel marketing, tourism economics and the airline product : an introduction to theory and practice | en_GB |
dc.type | bookPart | en_GB |
dc.rights.holder | The copyright of this work belongs to the author(s)/publisher. The rights of this work are as defined by the appropriate Copyright Legislation or as modified by any successive legislation. Users may access this work and can make use of the information contained in accordance with the Copyright Legislation provided that the author must be properly acknowledged. Further distribution or reproduction in any format is prohibited without the prior permission of the copyright holder. | en_GB |
dc.description.reviewed | peer-reviewed | en_GB |
Appears in Collections: | Scholarly Works - FacMKSCC |
Files in This Item:
File | Description | Size | Format | |
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Integrated Marketing Communications.pdf | 185.87 kB | Adobe PDF | View/Open |
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