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A Primer for Integrated Marketing Communications
Engelsk
Bogcover for A Primer for Integrated Marketing Communications af Patrick De Pelsmacker, Philip Kitchen, 9780415314213
Specifikationer
Sprog:
Engelsk
Sider:
208
ISBN-13:
9780415314213
Indbinding:
Paperback
ISBN-10:
0415314216
Udg. Dato:
8 jul 2004
Størrelse i cm:
23,3 x 15,4 x 1,3
Oplagsdato:
8 jul 2004

A Primer for Integrated Marketing Communications

Engelsk
Paperback 2004
Format:

Bog beskrivelse

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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Specifikationer
Sprog:
Engelsk
Sider:
208
ISBN-13:
9780415314213
Indbinding:
Paperback
ISBN-10:
0415314216
Udg. Dato:
8 jul 2004
Størrelse i cm:
23,3 x 15,4 x 1,3
Oplagsdato:
8 jul 2004
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