S2S3 - MARKETING MANAGEMENT Objective: (60 Periods) The purpose of this course is to develop and understanding of the underlying concepts, strategies and issues involved…

1. Integrating Marketing Communications to Build Brand Equity 2. . 6.2 Overview • Marketing communications are the means by which firms attempt to inform, persuade, and…

Chapter 1 Introduction 1.1 Introduction to the topic 1.1.1. Consumer Perception Customer perception is defined as the way that customers usually view or feel about certain…

Slide 1 Marketing Objective: Understand characteristics of effective marketing. Slide 2 Why do businesses need to market? Slide 3 Why Market? O To sell items or services…

Slide 1 Slide 2 Promotional Mix Variety of Promotional Methods 2 Slide 3 Chapter Objectives Explain the promotional mix in entertainment marketing. Identify the role of advertising…

Slide 1 6.1 CHAPTER 6: INTEGRATING MARKETING COMMUNICATIONS TO BUILD BRAND EQUITY Kevin Lane Keller Tuck School of Business Dartmouth College Slide 2 6.2 Overview Marketing…