Integrated Marketing Communications: A Systems Approach

M. Joseph Sirgy

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Marketing and Advertising Strategies Digital Marketing and Social Media Literature, Culture, and Aesthetics

Abstract

I. INTRODUCTION. Integrated Marketing Communications. Systems Concepts. A Systems Model of Integrated Marketing Communications. II. STRATEGY AND TACTICS. Corporate Strategy and Tactics. Marketing Strategy and Tactics. Marketing Communications Strategy and Tactics. III. OBJECTIVES, BUDGETING, AND CONTROL. Objectives and Performance Measures. Budget. Monitoring and Control. IV. ANALYSIS AND PLANNING. Analysis and Planning: Strategy Selection. Analysis and Planning: Objective Setting. Analysis and Planning: Budgeting. V. THE MARKETING COMMUNICATIONS SYSTEM AT LARGE. Lessons in Integration. Glossary. Index.

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