{"product_id":"9781634879255","title":"Developing an Integrated Marketing Plan (First Edition)","description":"\u003cp\u003eA guidebook to the entire process from beginning to end, \u003cem\u003eDeveloping an Integrated Marketing Plan\u003c\/em\u003e introduces the fundamentals of integrated marketing communications. It shows students how to put together a creative and effective integrated marketing communications plan that can be used by both marketers and their clients. \u003c\/p\u003e\u003cp\u003eStudents learn how an integrated marketing plan functions in the overall marketing communication environment. They learn how to conduct primary and secondary research and conduct a SWOT analysis. The book also 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 of the text cover evaluations of the plan and the importance of creating an integrated marketing communications campaign plan book.\u003c\/p\u003e\u003cp\u003eBased on the author's extensive experience as a professional marketer, \u003cem\u003eDeveloping an Integrated Marketing Plan\u003c\/em\u003e is well-suited to courses in marketing and advertising communication.\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eEric Stewart Harvey\u003c\/strong\u003e holds an M.B.A. in business administration and economics from Kennesaw State University. Eric is a faculty member in the Miller College of Business at Ball State University, where he teaches courses on the principles of marketing and integrated marketing communication. Prior to teaching, he spent more than fifteen years as a marketing professional in the telecommunications industry, holding positions with GTE and Verizon. During his time with Verizon, Eric developed, marketed, and delivered the JetConnect product for Verizon Airfone, which pioneered the use of e-mail and instant messaging on airplanes.\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e","brand":"Cognella Inc.","offers":[{"title":"Default Title","offer_id":47037292445936,"sku":"9781634879255","price":43.95,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0737\/7593\/9824\/files\/9781634879255_p0.jpg?v=1763681677","url":"https:\/\/shop-qa.barnesandnoble.com\/products\/9781634879255","provider":"Barnes \u0026 Noble (DEV)","version":"1.0","type":"link"}