A Primer for Integrated Marketing Communications

Business & Finance, Business Reference, Business Communication, Marketing & Sales
Cover of the book A Primer for Integrated Marketing Communications by Philip Kitchen, Patrick de Pelsmacker, Taylor and Francis
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Author: Philip Kitchen, Patrick de Pelsmacker ISBN: 9781134380831
Publisher: Taylor and Francis Publication: August 2, 2004
Imprint: Routledge Language: English
Author: Philip Kitchen, Patrick de Pelsmacker
ISBN: 9781134380831
Publisher: Taylor and Francis
Publication: August 2, 2004
Imprint: Routledge
Language: English

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 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, illustrating the practical side of IMC in addition to an introduction to the main theories at work. Including an additional Study Guide at the back, this book will be a valuable resource for students of marketing and marketing communications.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

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 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, illustrating the practical side of IMC in addition to an introduction to the main theories at work. Including an additional Study Guide at the back, this book will be a valuable resource for students of marketing and marketing communications.

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