Integrated Marketing Communications / Edition 1

Integrated Marketing Communications / Edition 1

by Philip Kitchen, Patrick de Pelsmacker
     
 

ISBN-10: 0415314216

ISBN-13: 9780415314213

Pub. Date: 07/08/2004

Publisher: Taylor & Francis

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

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Overview

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.

Product Details

ISBN-13:
9780415314213
Publisher:
Taylor & Francis
Publication date:
07/08/2004
Edition description:
New Edition
Pages:
208
Product dimensions:
6.14(w) x 9.21(h) x 0.44(d)

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

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