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The Evolution of Integrated Marketing Communications : the Customer-driven Marketplace.

Author: Don Schultz; Charles H Patti; Philip J Kitchen
Publisher: Hoboken : Taylor and Francis, 2013.
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:
Schultz, Don.
Evolution of Integrated Marketing Communications : The Customer-driven Marketplace.
Hoboken : Taylor and Francis, ©2013
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Don Schultz; Charles H Patti; Philip J Kitchen
ISBN: 9781317979616 1317979613
OCLC Number: 866446520
Description: 1 online resource (143 pages)
Contents: Cover; Title; Copyright; Contents; Notes on Contributors; 1. Introduction: The evolution of IMC: IMC in a customer-driven marketplace; 2. Integrated marketing communications: From media channels to digital connectivity; 3. Integrated marketing communications measurement and evaluation; 4. Apples, oranges and fruit salad: A Delphi study of the IMC educational mix; 5. Building strong brands in a modern marketing communications environment; 6. The primacy of the consumer in IMC: Espousing a personalist view and ethical implications. 7. Rethinking marketing communication: From integrated marketing communication to relationship communication8. IMC: New horizon/false dawn for a marketplace in turmoil?; Index.

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 be.

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