Integrated marketing communications
Subtitle: a primer
By: Philip J. Kitchen and Patrick de Pelsmacker.
Contributors: Pelsmacker, Patrick de, 1957-
Publisher: Routledge
Published: 2004
Place of publication: New York, NY
Language: eng
Number of pages: 193
Subjects: Communication in marketing.
Description: "The first introductory primer on integrated marketing communications available, this textbook combines the key foundations of theory with the best examples of contemporary practice, to illustrate how different aspects of integrated marketing communications (IMC) work together." "In addition to learning objectives, key terms, and discussion questions, the books includes a study guide and exam technique section. With key case studies on such international companies as Ford, NSPCC, Audi and Pan-Pharmaceutical this book illuminates the practice side of IMC in addition to providing a comprehensive introduction to the main theories to the subject. The textbook is a must-buy for anyone studying, teaching, or working in marketing."--Jacket.
Notes: Includes bibliographical references and index.
Table of contents: title: Scene setting : theory and practice; title: Integrated marketing communications; title: Advertising; title: Sales promotion; title: Direct marketing; title: Marketing public relations; title: Sponsorship; title: E-communications; title: Relationship marketing.