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The evolution of integrated marketing communications : the customer-driven marketplace

Author: Don Schultz; Charles H Patti; Philip J Kitchen
Publisher: London ; New York : Routledge, 2011.
Edition/Format:   eBook : Document : EnglishView all editions and formats
Summary:
"This book reviews, updates and enhances the basic concepts surrounding the academic theory and practice of Integrated Marketing Communication (IMC). Since the introduction of IMC in the late 1980s, the concept has spread around the world. In that expansion, many authors have written about IMC; practitioners have adopted and adapted the concept to fit their own market situations. Further, dramatic changes have  Read more...
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Genre/Form: Electronic books
Additional Physical Format: Print version:
Evolution of integrated marketing communications
(OCoLC)690084819
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Don Schultz; Charles H Patti; Philip J Kitchen
ISBN: 9781317979609 1317979605 1315872722 9781315872728
OCLC Number: 865578806
Description: 1 online resource (viii, 134 pages) : illustrations
Contents: Introduction: the evolution of IMC: IMC in a customer-driven marketplace --
Integrated marketing communications: from media channels to digital connectivity --
Integrated marketing communications measurement and evaluation --
Apples, oranges and fruit salad: a Delphi study of the IMC educational mix --
Building strong brands in a modern marketing communications environment --
The primacy of the consumer in IMC: espousing a personalist view and ethical implications --
Rethinking marketing communication: from integrated marketing communication to relationship communication --
IMC: new horizon/false dawn for a marketplace in turmoil?
Responsibility: edited by Don E. Schultz, Charles H. Patti and Philip J. Kitchen.

Abstract:

"This book reviews, updates and enhances the basic concepts surrounding the academic theory and practice of Integrated Marketing Communication (IMC). Since the introduction of IMC in the late 1980s, the concept has spread around the world. In that expansion, many authors have written about IMC; practitioners have adopted and adapted the concept to fit their own market situations. Further, dramatic changes have occurred in the technologies used in marketing communications which consumers have accepted and employed in their consumption of marketers' messages and incentives. Thus, there have been dramatic changes in how IMC was initially envisioned and how it has developed over time. This book identifies and discusses these changes, how they have occurred and what they mean going forward for all types of marketers around the world. Thus, IMC, and indeed integration of communications at all organisational levels is an essential in the 21st century organisations. This book was published as a special issue of the Journal of Marketing Communications."--Publisher's website.

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