A Primer for Integrated Marketing Communications
Language: English
Published by Routledge July 2004, 2004
- Softcover
- Used
Seller: BookMarx Bookstore, Steubenville, OH, U.S.A.BookMarx Bookstore
AbeBooks seller since February 12, 2004
Condition: Used - Very good
US$ 6.71
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Support Small Business by buying this book! Family owned bookstore in Steubenville, Ohio. Book in Very Good condition. Binding strong and tight. No marks noted in text. Light wear to cover.
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- Title
- A Primer for Integrated Marketing Communications
- Author
- Philip Kitchen, Patrick de Pelsmacker
- Publisher
- Routledge July 2004
- Publication year
- 2004
- Condition
- Very Good
- Binding
- Soft Cover
- Language
- English
- ISBN 10
- 0415314216
- ISBN 13
- 9780415314213
- Seller catalogs
- Business/Economics
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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BookMarx Bookstore
Steubenville, OH, U.S.A.
AbeBooks seller since February 12, 2004
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John and Catherine welcome you to BookMarx Bookstore! BookMarx is a quality used book dealer specializing in hard-to-find, out- of-print and unusual books with a heavy emphasis in theology. You can shop our online books or visit us in historic downtown Steubenville, OH with over 25,000 quality used books.
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