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Economics, Finance, Business and Management

Interested Marketing Communications: A Primer

Paperback • 2011 • English

Interested Marketing Communications: A Primer

By Philip Kitchen, Patrick Pelsmaker

1 Ratings • 4.0 of 5

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About the book

<p>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. </p> <p>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, i...Show more

Economics, Finance, Business and Management

Book details

ISBN

9780415314213

Published year

2011

Language

English

Original title

Interested Marketing Communications: A Primer

Format

Paperback

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Reviews · 0

1 Ratings • 4.0 of 5

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