Integrated Marketing Communication: Creating Spaces for Engagement - Softcover

Amstutz, Nicolette

Softcover

ISBN 10: 149854004X ISBN 13: 9781498540049

Publisher: LEXINGTON, 2018

Synopsis

Integrated Marketing Communication (IMC) is a holistic approach to the areas of advertising, public relations, branding, promotions, event and experiential marketing, and related fields of strategic communication. Integrated Marketing Communication: Creating Spaces for Engagement explores how IMC can open up spaces for engagement in our classrooms and our communities. The breadth of the contributors is in the spirit of IMC, examining public and private sector organizations that offer products and services while relying on various methodologies and theoretical approaches, with particular emphasis on rhetoric, philosophy of communication, qualitative research, and historical perspectives in IMC. Moreover, each chapter considers IMC from a different communicative perspective, including strategic communication, philosophy of communication, rhetorical theory, health communication, crisis and risk communication, communication theory, and mass communication.

About this title

About the Authors

Jill K. Burk is associate teaching professor and program chair of the Communication Arts and Sciences program at Penn State University, Berks. Christina L. McDowell is senior lecturer of Marketing and Management Communication at Cornell University in the SC Johnson College of Business, Nolan School of Hotel Administration.

Christina L. McDowell Marinchak is assistant professor in the Management and Marketing Department at the University of Alaska Anchorage.

Jeanne M. Persuit is assistant professor of communication at the University of North Carolina, Wilmington.

Edition details

• Publisher: LEXINGTON
• Publication date: 2018
• Language: English
• ISBN 10: 149854004X
• ISBN 13: 9781498540049
• Binding: Paperback
• Number of pages: 198