LDR 05836nam#a2200673#i#450# 001 512 005 20190825122408.7 008 _ 20171116d2017####ek#y0engy0150####ca 020 ## _$a978-5-369-01121-8 041 0# _$aRUS 044 ## _$axxu 080 ## _$aТеория, методология и методы общественных наук в целом. Социография. 30 084 ## _$aЭкономика торговли. Торговая реклама. Недвижимость. 6542 _2bbk 084 ## _$aРеклама. 42.02.01 _2okso 084 ## _$aРеклама и связи с общественностью. 42.03.01 _2okso 084 ## _$aРеклама и связи с общественностью. 42.04.01 _2okso 084 ## _$aПрямые продажи (сетевой маркетинг). 7936 _2tbk 084 ## _$aРеклама. Маркетинг. PR. 795 _2tbk 084 ## _$aОсновы маркетинга. 7953 _2tbk 084 ## _$aОтраслевой маркетинг. 7954 _2tbk 084 ## _$aМаркетинговые исследования. Бенчмаркинг. 7955 _2tbk 084 ## _$aОбщественные науки и идеология. 00.08 _2grnti 100 #1 _$aMuzykant, Valyeriy 245 00 _$aIntegrated marketing communications _$cTextbook 260 1# _$aMoscow _$bPublishing Center RIOR _$c2017 300 ## _$a218 p. 500 ## _$aThe hand book deals with integrated marketing communication (IMC) as the part of advertising and promotion campaign. IMC is a concept introduced in the 1990s and being considered as an important part 7 P’s, and integral part of brand creativity. IMC help tocreate brand assets, which is based on the financial reserves and legal protection of the trade mark and effective positioning . IMCintegrates ATL-and BTL-advertising with the aim to reach target audience in the market era. The author, Professor V.L. Muzykant, a well-known Russian specialist in marketing, branding, advertising, thoroughly analyzed the IMC position during campaigning. Special focus is being made to aATL-and BTL-skills of the contemporary specialist. _$aintegrated communications, ATL- tools, BTL- tools, IMC campaign, target audience, Unique selling proposition, soft positioning, rigid positioning _$a10.12737/8184 510 0# _$aMuzykant V.L. Marketingovye osnovy upravleniya kommunikaciyami: Uchebnoe posobie. – M.: Eksmo, 2009. 510 0# _$aMuzykant V.L. Psihologiya i sociologiya v reklame: Uchebnoe posobie. – M.: RIOR: INFRA-M, 2012. 510 0# _$aMuzykant V.L. Reklama v deystvii: istoriya, auditoriya, priemy: Uchebnoe posobie. – M.: Eksmo, 2007. 510 0# _$aMuzykant V.L. Reklama v deystvii: strategii prodvizheniya: Uchebnoe posobie. – M.: Eksmo, 2008 510 0# _$aMuzykant V.L. Reklama v deystvii: effektivnye brend-kommunikacii: Uchebnoe posobie. – M.: Eksmo, 2009. 510 0# _$aMuzykant V.L. Reklama i PR -tehnologii. – M.: Armada Press: Drofa, 2002. 510 0# _$aMuzykant V.L. Formirovanie brenda sredstvami reklamy i PR: Uchebnoe posobie. – 2- e dop. izd. – M.: Ekonomist', 2006. 510 0# _$aBove K., Arens U. Sovremennaya reklama: Per. s angl. — Tol'yatti: Izdatel'skiy Dom Dovgan', 1995. 510 0# _$aNozdreva R.B., Krylova G.D., Sokolova M.I., Grechkov V.Yu. Marketing. – M.: Yurist', 2000. 510 0# _$aParamonova T.N. Organizaciya merchandayzinga v roznichnom torgovom predpriyatii: Uchebnoe posobie. – M., 2002. 510 0# _$aRozhkov I.Ya. Reklama: planka dlya profi. – M.: Stranica, 1998. 510 0# _$aFeofanov O.A. Reklama: novye tehnologii v Rossii. — SPb.: Piter, 2000. 510 0# _$aAleshina I.V. Pablik rileyshnz dlya menedzherov i marketerov. — M., 2001. 510 0# _$aBorisov B.L. Tehnologiya reklamy i PR: Uchebnoe posobie. — M.: FAIR -PRESS, 2001. 510 0# _$aLebedev A.N., Bokovikov A.K. Eksperimental'naya psihologiya v rossiyskoy reklame. – M.: Akademia, 1995. 510 0# _$aPochepcov G.G. Teoriya kommunikacii. — M.: REF BUK. VAKLER, 2001. 510 0# _$aChumikov A.N., Bocharov M.P. Svyazi s obschestvennost'yu: teoriya i praktika: Uchebnoe posobie. — M.: Delo, 2003. 510 0# _$aSharkov F.I. Reklama i svyazi s obschestvennost'yu. Tehnologiya i metodika: V 2- h ch. — M., 2003. 510 0# _$aEvstaf'ev V., Yasonov V. Vvedenie v mediaplanirovanie: Uchebnoe posobie dlya nachinayuschih mediaplanerov. — M.: RIP — Holding, 2000. 510 0# _$aIvanov A.N. Besplatnaya reklama. — M.: Al'pina Pablisherz, 2010. 510 0# _$aLeveshko R.P. Analiz effektivnosti reklamy. — SPb., 2002. 510 0# _$aNazaykin A.N. Effektivnaya reklama v presse. — M.: Izd- vo mezhdunarodnogo instituta reklamy, 2001. 510 0# _$aShmatov G.A. Osnovy mediaplanirovaniya: evristicheskiy podhod. — Ekaterinburg: Izd-vo Ural'skogo universiteta, 2007. 510 0# _$aMuzykant V.L. Reklama kak social'nyy institut: Vozniknovenie i osnovnye etapy razvitiya: Avtoref. dis. ... d- ra sociol. nauk / In- t social'no- polit. issled. — M., 1998. 510 0# _$aRossiter Dzh.R., Persi R. Reklama i prodvizhenie tovarov. — SPb.: Piter, 2000. 510 0# _$aUl'yanova T.A. Reklama kak ob'ekt sociologicheskogo analiza: Avtoref. dis. ... kand. sociol. nauk / MGU im. M.V. Lomonosova. — M., 1996. 510 0# _$aUl'yanova T. Sociologicheskie issledovaniya sredstv rasprostraneniya reklamy. — M.: INION RAN, 1995. 510 0# _$aUl'yanova T., Mishina Yu. Specifika sociologicheskih issledovaniy reklamy. — M.: INION RAN, 1994. 510 0# _$aFedotova L.N. Sociologiya reklamnoy deyatel'nosti. — M., 2002. 510 0# _$aShigapova D.K. Reklama kak social'nyy institut: Avtoref. dis. ... kand. sociol. nauk / Kazan. gos. un t. — Kazan', 1995. 533 ## _$aThere is an electronic copy 856 4# _$ariorpub.com _$u