A Primer for Integrated Marketing Communications

Kobo ebook | July 1, 2004

byKitchen, Philip

not yet rated|write a review
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. Setting the scene in which IMC has emerged, the authors go on to explain each component of the promotional mix and explain the process of functional integration. The text includes key case studies, illustrating to students the practical side of IMC in addition to an introduction to the main theories at work.

Pricing and Purchase Info

$65.69 online
$85.24 list price (save 22%)
Available for download
Not available in stores

From the Publisher

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. Setting the scene in which IMC has emerged, the authors go on to explain each component of the promotional...

Format:Kobo ebookPublished:July 1, 2004Publisher:RoutledgeLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0203502868

ISBN - 13:9780203502860

Look for similar items by category:

Customer Reviews of A Primer for Integrated Marketing Communications

Reviews