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Kotler14 Basic

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Integrated Marketing Communications Strategy Chapter 14
Learning Goals ,[object Object],[object Object],[object Object],[object Object]
Case Study BMW MINI USA ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Definition ,[object Object],[object Object],Goal 1: Know the tools of the marketing communications mix
Integrated Marketing Communications ,[object Object],[object Object],[object Object],[object Object],Goal 1: Know the tools of the marketing communications mix
Integrated Marketing Communications ,[object Object],[object Object],[object Object],Goal 1: Know the tools of the marketing communications mix
Integrated Marketing Communications ,[object Object],[object Object],[object Object],Goal 1: Know the tools of the marketing communications mix
Integrated Marketing Communications ,[object Object],[object Object],Goal 1: Know the tools of the marketing communications mix
The Communication Process ,[object Object],[object Object],[object Object],Goal 2: Understand the process and advantages of IMC
The Communication Process ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Elements in the Communication Process ,[object Object],Goal 2: Understand the process and advantages of IMC
Developing Effective Communication ,[object Object],[object Object],[object Object],[object Object],Goal 3: Learn the steps in developing effective marketing communications
Buyer-Readiness Stages Purchase Conviction Preference Liking Knowledge Awareness Goal 3: Learn the steps in developing effective marketing communications
Developing Effective Communication ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Goal 3: Learn the steps in developing effective marketing communications
Developing Effective Communication ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Goal 3: Learn the steps in developing effective marketing communications
Developing Effective Communication ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Goal 3: Learn the steps in developing effective marketing communications
Developing Effective Communication ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Goal 3: Learn the steps in developing effective marketing communications
Setting the Promotional Budget ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Goal 4: Understand methods for setting budgets and designing the mix
Setting the Promotional Budget ,[object Object],[object Object],[object Object],[object Object],[object Object],Goal 4: Understand methods for setting budgets and designing the mix
Setting the Promotional Mix ,[object Object],[object Object],Goal 4: Understand methods for setting budgets and designing the mix
Setting the Promotional Budget and Mix ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Promotion Tools Goal 4: Understand methods for setting budgets and designing the mix
Setting the Promotional Budget and Mix ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Promotion Tools Goal 4: Understand methods for setting budgets and designing the mix
Setting the Promotional Budget and Mix ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Promotion Tools Goal 4: Understand methods for setting budgets and designing the mix
Setting the Promotional Budget and Mix ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Promotion Tools Goal 4: Understand methods for setting budgets and designing the mix
Setting the Promotional Budget and Mix ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Promotion Tools Goal 4: Understand methods for setting budgets and designing the mix
Setting the Promotional Budget and Mix ,[object Object],[object Object],[object Object],Goal 4: Understand methods for setting budgets and designing the mix
Setting the Promotional Budget and Mix ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Goal 4: Understand methods for setting budgets and designing the mix
Socially Responsible Communications ,[object Object],[object Object],[object Object],[object Object],[object Object],Goal 4: Understand methods for setting budgets and designing the mix
Socially Responsible Communications ,[object Object],[object Object],[object Object],[object Object],[object Object],Goal 4: Understand methods for setting budgets and designing the mix

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