A Primer for Integrated Marketing Communications

by Philip J. Kitchen and Patrick De Pelsmacker

Book 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,...

• Format: Hardcover
• Language: English
• ISBN: 0415314208
• ISBN13: 9780415314206
• Release Date: July 2004
• Publisher: Routledge
• Length: 208 Pages
• Weight: 1.10 lbs.
• Dimensions: 0.6" x 6.1" x 9.5"