By Patrick De Pelsmacker
This textbook is the 1st introductory primer on built-in advertising and marketing communications. It combines thought and perform to teach scholars of selling how various facets of built-in advertising communications (IMC) interact.
Setting the scene within which IMC has emerged, the authors explain every one section of the promotional combine and cross directly to clarify the method of sensible integration. The textual content comprises key case reviews 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 research Guide at the again, this book can be a necessary source for college students of selling and advertising communications.
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