Integrated Marketing Communication: 22 Years Since Launch, Adopted by 119 Institutions Across the U.S. (5th Edition)

Author: Terence A. Simpson (USA)
Publisher:
Publish Date: November 1, 2003
Features: This book provides a detailed explanation of all aspects of integrated marketing communication—advertising, marketing, packaging and brand strategy, in-store communication, public relations, sponsor marketing, and personal selling. The author emphasizes the importance of "speaking with one voice" when combining multiple marketing communication tools, focusing fully on valuable customers, and ultimately achieving an increase in brand equity. Therefore, this book is not only an important textbook for marketing communication but also offers valuable guidance for effective brand management. The content is rich, easy to understand, both aligned with the latest trends and rooted in historical development, closely integrating marketing communication practice with theoretical research. It uses numerous insightful examples, clear and concise charts, and carefully selected illustrations to make the content more vivid and easier to grasp. It features sidebar articles reporting recent important academic papers and expert insights on marketing communication. These contributions have been appropriately rewritten and seamlessly integrated with the main text. The book highlights the active role of internet technology in innovating marketing communication methods. It provides numerous company websites, significantly expanding the information available; at the end of each chapter, it offers challenging yet engaging "online exercises" as effective ways for readers to assess their learning progress.