Integrated marketing communications : a primer / Philip J. Kitchen and Patrick de Pelsmacker.
Material type: TextPublisher: New York, NY : Routledge, 2004Description: xiii, 193 pages : illustrations ; 24 cmContent type:- text
- unmediated
- volume
- 0415314208
- 9780415314206
- 0415314216
- 9780415314213
- 658.80014 22
- HF5415.123 .K575 2004
Item type | Current library | Call number | Copy number | Status | Date due | Barcode | |
---|---|---|---|---|---|---|---|
Book | City Campus City Campus Main Collection | 658.80014 KIT (Browse shelf(Opens below)) | 1 | Available | A294032B |
Includes bibliographical references and index.
1. Scene setting : theory and practice -- 2. Integrated marketing communications -- 3. Advertising -- 4. Sales promotion -- 5. Direct marketing -- 6. Marketing public relations -- 7. Sponsorship -- 8. E-communications -- 9. Relationship marketing -- 10. Summary and conclusion.
"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."--BOOK JACKET.
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