Primer for Integrated Marketing Communications by Philip J. Kitchen
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Primer for Integrated Marketing Communications
By Philip J. Kitchen

A Primer for Integrated Marketing Communications

By (author) See other recent books by Philip J. Kitchen See other recent books by Patrick De Pelsmacker
Format: Hardback

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Primer for Integrated Marketing Communications by Philip J. Kitchen

Book Description

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.

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Book Details

ISBN: 9780415314206
ISBN-10: 0415314208
Format: Hardback
(234mm x 156mm x 15mm)
Pages: 208
Imprint: Routledge
Publisher: Taylor & Francis Ltd
Publish Date: 8-Jul-2004
Country of Publication: United Kingdom

Other Editions...


Books By Author Philip J. Kitchen

Integrated Communications in the Post-Modern Era by Philip J. Kitchen Integrated Communications in the Post-Modern Era, Hardback (November 2014)

This book is readers who wish to develop their knowledge, insight, skills, and facility into integrated communications within the post-modern era, a topic of relevance everywhere, but particular apposite as the original conference was hosted in Turkey, a rapidly developing nation, and one enjoying significant growth in the global.

Dominant Influence of Marketing in the 21st Century by Philip J. Kitchen Dominant Influence of Marketing in the 21st Century, Hardback (April 2013)

Marketing has become the dominant connecting mode of expression between business and non-business organisations and customers and consumers. However, there are some misgivings about marketing in the 21st century. This volume addresses the positive and negative elements of marketing and questions 'Is marketing a leviathan in today's societies?'

» View all books by Philip J. Kitchen

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