Integrated Marketing Communication (5th Edition) (5th Edition)

Author: Terence A. Cull
Publisher:
Publish Date: 2003-11-01
Features: This book is rich in content and easy to understand, aligning with the new trends while emphasizing historical development. It closely integrates marketing communication practices with theoretical research. The book employs 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 that report on recent significant academic papers and expert insights into marketing communication. These pieces are appropriately rewritten and meticulously integrated with the main text. The book highlights the positive role of internet technology in innovating marketing communication methods. It provides detailed explanations of all aspects of integrated marketing communication—advertising, marketing, packaging and brand strategy, point-of-sale communication, public relations, sponsor marketing, and personal selling. The author emphasizes the importance of "speaking with one voice" when combining multiple marketing communication methods, focusing on valuable customers to ultimately increase brand equity. Therefore, this book serves not only as an important textbook for marketing communication but also as a valuable guide for effective brand management. The book offers numerous company websites, significantly expanding the information provided. At the end of each chapter, it includes challenging yet engaging "online exercises," which serve as effective ways for readers to assess their learning progress.