Marketing Management, 16th Edition

Chapter 13 Designing an Integrated Marketing Campaign in the Digital Age

Product placement in music videos, celebrity endorsements from top artists, and partnering with companies like Chrysler, HP, and HTC to incorporate its sound technology in their products were key components in the success of Beats by Dre.

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Learning Objectives

After studying this chapter you should be able to:

1. 13.1 Describe the key principles in managing an integrated marketing campaign.

2. 13.2 Define the key aspects of managing an effective advertising campaign.

3. 13.3 Explain how to design and manage online communications.

4. 13.4 Describe ...