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Integrated Marketing Communications: A Primer
Author :
Philip Kitchen, Patrick de Pelsmacker
Master eBook ISBN10 : 0-203-50286-8
Master eBook ISBN13 : 978-0-203-50286-0
No of illustrations : 22 line drawings and 22 tables
No of pages :208
Originally Published : 8 Jul 2004
Status : Available [You may read this title]
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 go on to explain each component of the promotional mix and 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. An additional Study Guide is included at the back of the book.
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