Primer for Integrated Marketing Communications
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A01=Patrick de Pelsmacker
A01=Philip Kitchen
AIDA
Author_Patrick de Pelsmacker
Author_Philip Kitchen
Broadcast Sponsorship
campaign
case study analysis
Cash Refunds
Category=KJ
communication theory
consumer engagement
Consumer Promotions
De Pelsmacker
direct
Direct Marketing
Direct Marketing Campaigns
Direct Marketing Techniques
Direct Response Advertising
e-marketing techniques
element
eq_bestseller
eq_business-finance-law
eq_isMigrated=1
eq_isMigrated=2
eq_nobargain
eq_non-fiction
Event Sponsorship
functional integration process
imc
IMC Campaign
IMC Development
IMC Mix
Integrated Marketing
Integrated Marketing Communications
mail
Market PR
Marketing Communications
Marketing Communications Mix
marketing communications textbook for students
Marketing PR
mix
Mobile Marketing
promotion
promotional
Promotional Mix Elements
promotional strategy
Relationship Marketing
sales
Sales Force Promotions
Sales Promotion
Sales Promotion Techniques
tools
Product details
- ISBN 9780415314206
- Weight: 540g
- Dimensions: 156 x 234mm
- Publication Date: 08 Jul 2004
- Publisher: Taylor & Francis Ltd
- Publication City/Country: GB
- Product Form: Hardback
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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.
Philip Kitchen, Patrick de Pelsmacker
