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KENDALL HUNT PUBLISHING Integrated Marketing Communication

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Description
The marketing theory has evolved into a new service-dominant logic, where the understanding of the co-created value is fundamental. Integrated Marketing Strategy, Brand Experience, and Touchpoints recognizes all these changes and the impacts on the field of Integrated Marketing Communication (IMC). Grounded on the lasting research from academia, consulting and technology companies, in addition to the author’s own professional experience as a consultant for more than 12 years―including leading a presidential marketing campaign in South America― this textbook presents a practical approach to IMC that guides students on how to make IMC-informed strategic decisions, design a brand experience, and map and choose the right mix of customer touchpoints.

Product Specifications
Brand
KENDALL HUNT PUBLISHING
Format
paperback
ASIN
1792408218
Category
Books > Subjects > Science, Nature & Maths > Education
Domain
Amazon UK
Release Date
30 July 2021
Listed Since
13 September 2019

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