Integrated marketing communications : a primer

By: Kitchen, Philip JContributor(s): de Pelsmacker, PatrickMaterial type: TextTextPublication details: London, New York : Routledge, 2004Description: xiii, 193 pISBN: 9780415314206 (hbk); 0415314208 (hbk); 9780415314213 (pbk); 0415314216 (pbk)Subject(s): Marketing communicationDDC classification: 658.8
Contents:
Scene setting : theory and practice -- Integrated marketing communications -- Advertising -- Sales promotion -- Direct marketing -- Marketing public relations -- Sponsorship -- E-communications -- Relationship marketing -- Summary and Conclusion.
Summary: 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. 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.
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Item type Current library Collection Call number Status Date due Barcode Item holds
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Reference
Reference 658.8 KIT (Browse shelf(Opens below)) Available 010349
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Including Bibliography & Index.

Scene setting : theory and practice --
Integrated marketing communications --
Advertising --
Sales promotion --
Direct marketing --
Marketing public relations --
Sponsorship --
E-communications --
Relationship marketing --
Summary and Conclusion.

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.

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.

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