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 integration. The text includes key case studies on companies, including Proctor and Gamble, NSPCC and Ardi, illustrating the practical side of IMC in addition to an introduction to the main theories at work. Including an additional Study Guide at the back, this book will be a valuable resource for students of marketing and marketing communications.
Table of Contents
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
'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