Integrated marketing communications
a primer
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Author
Contributions
- Pelsmacker, Patrick de, 1957- - Contributor
Publication
2004 - Routledge, New York, NY, New York (State)
Language
English
Word Count
48,250 words, Guess
Page Count
193 pages
Identifiers
- Open LibraryOL3288652M
- ISBN-100415314208
- OCLC Control Number56550715
- OCLC Control Number54046400
- OCLC Control Numberintegratedmarket00kitc
and 2 more
- Library of Congress Control Number2004000946
- Goodreads3911532
Classifications
- DDC658.8/001/4
- LCCHF5415.123 .K575 2004
Description
"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."--Jacket.
Subjects
Other Editions
- Integrated marketing communications: a primer
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