Numerous integrated examples highlighting the practical application of concepts and techniques. Integrated mini case studies and comprehensive case studies at the end of the text. Chapter 15 introduces the important role the Internet plays in creating an effective Integrated Marketing Campaign. Integrated marketing communications theme and perspective. Strong ethical coverage.
More theoretical coverage is provided.
A new comprehensive case study positioned at the end of the text links to preceding chapters to highlight concepts raised throughout the text. More diagrams and illustrative examples to highlight the key concepts in each chapter. Increased coverage of services and relationship marketing . A mini case study in every chapter, backed up with case questions.