Patrick De Pelsmacker's A Primer for Integrated Marketing Communications PDF

By Patrick De Pelsmacker

ISBN-10: 0415314208

ISBN-13: 9780415314206

ISBN-10: 0415314216

ISBN-13: 9780415314213

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

Setting the scene within which IMC has emerged, the authors explain each one section of the promotional combine and pass directly to clarify the method of sensible integration. The textual content comprises key case experiences on businesses, together with Proctor and Gamble, NSPCC and Ardi, illustrating the sensible part of IMC as well as an advent to the most theories at paintings. together with an extra learn Guide at the again, this book can be a necessary source for college students of selling and advertising communications.

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A Primer for Integrated Marketing Communications by Patrick De Pelsmacker

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