Download e-book for kindle: A Primer for Integrated Marketing Communications by Patrick De Pelsmacker

By Patrick De Pelsmacker

ISBN-10: 0415314208

ISBN-13: 9780415314206

ISBN-10: 0415314216

ISBN-13: 9780415314213

This textbook is the 1st introductory primer on built-in advertising communications. It combines conception and perform to teach scholars of promoting how varied facets of built-in advertising communications (IMC) interact.

Setting the scene within which IMC has emerged, the authors explain each one section of the promotional combine and move directly to clarify the method of useful integration. The textual content comprises key case stories on businesses, together with Proctor and Gamble, NSPCC and Ardi, illustrating the sensible aspect of IMC as well as an creation to the most theories at paintings. together with an extra learn Guide at the again, this book can be a worthy source for college students of selling and advertising communications.

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A Primer for Integrated Marketing Communications by Patrick De Pelsmacker

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