Integrated marketing communications : a primer / Philip J. Kitchen and Patrick de Pelsmacker.

By:

Kitchen, Philip J [author.]

Contributor(s):

Pelsmacker, Patrick de, 1957- [author.]

Material type: Text

TextPublisher: New York, NY : Routledge, 2004Description: xiii, 193 pages : illustrations ; 24 cmContent type:

text

Media type:

unmediated

Carrier type:

volume

ISBN:

0415314208
9780415314206
0415314216
9780415314213

Subject(s):

Communication in marketing

DDC classification:

658.80014 22

LOC classification:

HF5415.123 .K575 2004

Contents:

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.

Review: "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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Holdings
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

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Previous								Next
Previous	658.8001 MAR Marketing theory /	658.8001 MAR Marketing theory : a student text /	658.8001 SAG The SAGE handbook of marketing theory /	658.80014 KIT Integrated marketing communications : a primer /	658.80014 MAR Marketing communications for local nonprofit organizations : targets and tools /	658.80019 BRO Influencer marketing : who really influences your customers /	658.80019 DAN Why it sells : decoding the meanings of brand names, logos, ads, and other marketing and advertising ploys /	Next

Includes bibliographical references and index.

"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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