Integrated Marketing Communications

Author: Duncan
Translator: Zhou Jieru
Publisher:
Publish Date: 2004-08-01
Features: If you carefully analyze most advertising textbooks, you will find that some independent chapters discuss key marketing functions such as advertising, promotions, public relations, direct response, event marketing, and sponsorship. This means that if a teacher wants to teach students how to integrate these functions, they must put in a lot of effort. There is a book that perfectly combines the process and functions of integration through a practical approach—this is Integrated Marketing Communications; Building Brands with Advertising and Promotions. In this book, the author analyzes how and why "integration" is a driver of brand relationships. Students can better understand marketing communications and media within the framework of Integrated Marketing Communications (IMC). At the beginning of each chapter, there is a successful case study that tells how to build brand relationships using the concept of integrated marketing communications. The key points summary, questions, and exercises at the end of each chapter provide rich learning resources to make integrated marketing communication strategies and tactics effective. No organization wants to face customers and potential customers in a "non-integrated" way when building brands. This book teaches knowledge of advertising and promotions based on an integrated strategy, making it an innovative textbook on marketing communications.