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.

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