The evolution of integrated marketing communications : the customer-driven marketplace / edited by Don E. Schultz, Charles H. Patti and Philip J. Kitchen.
"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;...
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| Online Access: |
Full Text (via Taylor & Francis) |
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| Other Authors: | , , |
| Format: | eBook |
| Language: | English |
| Published: |
London ; New York :
Routledge,
2011.
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| Subjects: |
Table of 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?