The Evolution of Integrated Marketing Communications: The Customer-Driven Marketplace

by Charles H. Patti and Philip J. Kitchen

Book Overview

This book reviews, updates and enhances the basic concepts surrounding the academic theory and practice of Integrated Marketing Communication (IMC). Since the introduction of IMC in the late 1980s, the concept has spread around the world. In that expansion, many authors have written about IMC; practitioners have adopted and adapted the concept to fit their own market situations. Further, dramatic changes have occurred in the technologies used in...

• Format: Paperback
• Language: English
• ISBN: 113800894X
• ISBN13: 9781138008946
• Release Date: August 2014
• Publisher: Routledge
• Length: 136 Pages
• Weight: 0.55 lbs.
• Dimensions: 0.3" x 6.8" x 9.6"