TY  - BOOK
AU  - Kitchen,Philip J.
AU  - Pelsmacker,Patrick de
TI  - Integrated marketing communications: a primer 
SN  - 0415314208
AV  - HF5415.123 .K575 2004
U1  - 658.80014 22
PY  - 2004///
CY  - New York, NY
PB  - Routledge
KW  - Communication in marketing
N1  - 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
N2  - "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
ER  -