This book reviews, updates and enhances the basic concepts surrounding the academic theory and practice of Integrated Marketing Communication (IMC). Since the i

This book reviews, updates and enhances the basic concepts surrounding the academic theory and practice of Integrated Marketing Communication (IMC). Since the i

This book identifies and discusses the changes that integrated marketing communication (IMC) has meant to the marketplace, how they have occurred and what they

This small, inexpensive text is an in-depth yet simply stated discussion on the business and structure of integrated marketing communication (IMC). The book foc

Building brands through integrated marketing is an approach being used by all top-level marketing strategists. The result of a series of papers presented at the