Can I read Integrated Marketing Communications : a Primer on EtoBox?

Integrated Marketing Communications : a Primer by Philip J. Kitchen and Patrick de Pelsmacker is a nonfiction available to read on EtoBox.

What is Integrated Marketing Communications : a Primer about?

<p><P>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. <p>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.<p></p>

Who reads Integrated Marketing Communications : a Primer?

Author

Philip J. Kitchen and Patrick de Pelsmacker

Publisher

Routledge

Published

2004

Language

EN

ISBN

9781134380817

Category

nonfiction

Subjects

Business, Marketing, Management