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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: 9780415314213
ISBN-10: 0415314216
Format: Paperback
(234mm x 156mm x 10mm)
Pages: 208
Imprint: Routledge
Publisher: Taylor & Francis Ltd
Publish Date: 8-Jul-2004
Country of Publication: United Kingdom

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