A Primer for Integrated Marketing Communications by Patrick De Pelsmacker

By Patrick De Pelsmacker

This textbook is the 1st introductory primer on built-in advertising communications. It combines thought and perform to teach scholars of selling how various points of built-in advertising and marketing communications (IMC) interact.


Setting the scene during which IMC has emerged, the authors explain every one part of the promotional combine and cross directly to clarify the method of sensible integration. The textual content contains 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 research Guide at the again, this book can be a priceless source for college kids of promoting and advertising communications.

Show description

Read Online or Download A Primer for Integrated Marketing Communications PDF

Best business life books

Migration, Ethnic Relations and Chinese Business (Chinese Worlds)

Incorporating study performed over the past 20 years, this e-book records the private and collective responses of chinese language migrants and refugees to the bias and discrimination they've got skilled. utilizing case reports of chinese language groups in Canada, Chan explores the various defence mechanisms chinese language migrants have created for you to break out the systemic and institutionalized discrimination they face.

42 Rules for Successful Collaboration (2nd Edition): A Practical Approach to Working with People, Processes and Technology

No matter if you're a 5-person staff or a 50,000 individual corporation a number of the comparable ideas for profitable collaboration practice. The extra you percentage what you recognize the extra it really is worthy; figuring out a person’s neighborhood context is extra severe to profitable collaboration than any know-how you could use. according to years of study, an encyclopedic wisdom of collaborative applied sciences, and a awareness that collaboration is difficult to do effectively, Mr.

Business Environment

Enterprise surroundings refers to diverse forces or atmosphere that have an effect on company operations. This e-book dwells on how such forces comprising clients, rivals, providers, vendors, govt actions, the economic system, demographics, and social and cultural components act and impact company setting.

Organizational Diagnosis and Assessment: Bridging Theory and Practice

This ebook offers a particular method of organizational session and deliberate swap that displays present study and theorizing approximately organizational switch and effectiveness. The authors draw on a number of analytical frameworks to supply empirically grounded types of resources of ineffectiveness and forces for switch.

Extra resources for A Primer for Integrated Marketing Communications

Sample text

Download PDF sample

Rated 4.25 of 5 – based on 42 votes