Developing an Integrated Marketing Plan

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 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 email and instant messaging on airplanes.