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| 008 | 040809s2004 nyu b 001 0 eng d | ||
| 010 | _a 2004000946 | ||
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| 035 | _a(DLC) 2004000946 | ||
| 035 | _a(OCoLC)54046400 | ||
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_aDLC _beng _erda _dMNPY _dATU |
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| 042 | _apcc | ||
| 050 | 0 | 0 |
_aHF5415.123 _b.K575 2004 |
| 082 | 0 | 0 |
_a658.80014 _222 |
| 100 | 1 |
_aKitchen, Philip J., _eauthor. _91039016 |
|
| 245 | 1 | 0 |
_aIntegrated marketing communications : _ba primer / _cPhilip J. Kitchen and Patrick de Pelsmacker. |
| 264 | 1 |
_aNew York, NY : _bRoutledge, _c2004. |
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| 300 |
_axiii, 193 pages : _billustrations ; _c24 cm |
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| 336 |
_atext _btxt _2rdacontent |
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| 337 |
_aunmediated _bn _2rdamedia |
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| 338 |
_avolume _bnc _2rdacarrier |
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| 504 | _aIncludes bibliographical references and index. | ||
| 505 | 0 | 0 |
_g1. _tScene setting : theory and practice -- _g2. _tIntegrated marketing communications -- _g3. _tAdvertising -- _g4. _tSales promotion -- _g5. _tDirect marketing -- _g6. _tMarketing public relations -- _g7. _tSponsorship -- _g8. _tE-communications -- _g9. _tRelationship marketing -- _g10. _tSummary and conclusion. |
| 520 | 1 | _a"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. | |
| 588 | _aMachine converted from AACR2 source record. | ||
| 650 | 0 |
_aCommunication in marketing _9315770 |
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| 700 | 1 |
_aPelsmacker, Patrick de, _d1957- _eauthor. _9287937 |
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