This textbook is the 1st introductory primer on built-in advertising and marketing communications. It combines conception and perform to teach scholars of selling how various elements of built-in advertising communications (IMC) interact.
Setting the scene during which IMC has emerged, the authors explain every one portion of the promotional combine and cross directly to clarify the method of practical integration. The textual content comprises key case stories on businesses, together with Proctor and Gamble, NSPCC and Ardi, illustrating the sensible part of IMC as well as an advent to the most theories at paintings. together with an extra examine Guide at the again, this book should be a necessary source for college students of selling and advertising communications.
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