Active Learning

Developing an Integrated Marketing Plan

(Second Edition)
Eric Stewart Harvey
©2019, 144 pages

Paperback list price: $67.95

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Developing an Integrated Marketing Plan

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$48.95

Summary
    Cognella Active Learning is available with this title

    Cognella Active Learning
    is available with this title.
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    Developing an Integrated Marketing Plan 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.

    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.

    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.

    Based on the author's extensive experience as a professional marketer, Developing an Integrated Marketing Plan is well-suited to courses in marketing and advertising communication.

    Eric Stewart Harvey has served as the director of the Center for the Advancement of Digital Marketing and Analytics (CADMA) at Ball State University for the past four years. At the Center, over 1,000 students have taken social media marketing courses that provide them with the foundational skills they will need to progress after graduation into the digital marketing field. Professor Harvey has taught marketing for the past 10 years with focus in social media marketing, integrated marketing communications, and product and brand management. He has a significant practitioner background, having worked at Verizon in various marketing disciplines.
    Other Cognella titles by Eric Harvey:

    Cognella Active Learning is available for this title! Adopting instructors can provide students with dynamic online learning activities that reinforce key concepts from the text, provide engaging educational experiences, and support various learning styles.

    Please note: Cognella Active Learning can be bundled for purchase with the text or posted separately. Contact us to learn about bundle discounts.

    The Cognella Active Learning content for Developing an Integrated Marketing Plan includes:

    • 12 decks of flashcards with key concepts from the book
    • 13 chapter quizzes with multiple choice and matching questions
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    $48.95 Publisher Direct Ebook Publisher Direct ebooks are available for download from your Cognella account immediately after purchase and provide access for 180 days. They must be accessed via Adobe Digital Editions, a free software program.

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    $67.95 Paperback
    978-1-5165-2091-6
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    $14.95 Standalone Cognella Active Learning
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