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A Primer for Integrated Marketing Communications
A Primer for Integrated Marketing Communications
Author: Philip Kitchen, Patrick de Pelsmacker
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...  more »
ISBN-13: 9780415314206
ISBN-10: 0415314208
Publication Date: 9/1/2004
Pages: 208
Edition: 1
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Publisher: Routledge
Book Type: Hardcover
Other Versions: Paperback
Members Wishing: 0
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