Integrated Marketing Communications : Planning, Implementation and Control

Integrated Marketing Communications is a new text which will answer the key questions of what marketing communications is, how it works and why it is such a vital contemporary marketing function. It is a comprehensive and authoritative overview of this complex and rapidly evolving area.

The author's long experience in the industry, and as a senior academic, ensures that the book is able to show how the communications process really works and how it can best be managed in a strategically and tactically cost effective manner.

Throughout the book the framework of analysis, planning, implementation and control is used to help the student organize their approach to the complex decision making in the present communications environment.

This is both an essential text and an indispensible reference resource and has been rigorously developed for undergraduates and postgraduates in Marketing and Business, and for the new CIM Certificate and Diploma exams in Business Communication, Promotional Practice and Marketing Communications.

Tony Yeshin is Senior Lecturer in Marketing at the University of Greenwich and course director on the CIM intensive diploma course. He previously held key management roles in both domestic and international advertising agencies and sales promotion companies. He is author of Inside Advertising prepared for the Institute of Practitioners in Advertising and co-author of the Integrated Marketing Communications CIM Coursebook.