Integrated Marketing Communications : A Primer - Image 1

£52.22

Routledge Integrated Marketing Communications : A Primer

Name: Integrated Marketing Communications : A Primer
Brand: Routledge
Price: 52.22 GBP
Availability: InStock

Reference & Education

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Description

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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Product Specifications

Brand: Routledge
Format: paperback
ASIN: 0415314216
Category: Books > Subjects > Business, Finance & Law > Reference & Education
Domain: Amazon UK
Release Date: 08 July 2004
Listed Since: 05 February 2007

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Routledge Integrated Marketing Communications : A Primer

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