1st Edition
A Primer for Integrated Marketing Communications
208 Pages
by
Routledge
208 Pages
by
Routledge
208 Pages
by
Routledge
Also available as eBook on:
This textbook is the first introductory primer on integrated marketing communications. It combines theory and practice to show students of marketing how different aspects of integrated marketing communications (IMC) work together.
Setting the scene in which IMC has emerged, the authors explain each component of the promotional mix and go on to explain the process of functional... Read more
1. Scene Setting: Theory and Practice 2. Integrated Marketing Communications 3. Advertising 4. Sales Promotion 5. Direct Marketing 6. Marketing Public Relations 7. Sponsorship 8. E-Communications 9. Relationship Marketing 10. Summary and Conclusion
Biography
Philip Kitchen, Patrick de Pelsmacker
'This book provides experienced communication professionals, students and others interested in IMC, an excellent overview of what it is all about and what it can do, if applied in businesses. Kitchen and de Pelsmacker give us an interesting tour of IMC incorporating advertising, PR, direct marketing, internet and other marketing communication disciplines that, if applied will help build individual brands and the overarching corporate reputation of your firm or institution.' - Peter Frans Anthonissen, Anthonissen & Associates/University of Antwerp Management School (UAMS), Belgium
