A Primer for Integrated Marketing Communications
Kitchen, Philip; De Pelsmacker, Patrick
ISBN 10: 0415314216 ISBN 13: 9780415314213
Published by Routledge, 2004
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This textbook is the first introductory primer on integrated marketing communications. It combines theory and practice to show students of marketing how different aspects of integrated marketing communications (IMC) work together.
Setting the scene in which IMC has emerged, the authors explain each component of the promotional mix and go on to explain the process of functional integration. The text includes key case studies on companies, including Proctor and Gamble, NSPCC and Ardi, illustrating the practical side of IMC in addition to an introduction to the main theories at work. Including an additional Study Guide at the back, this book will be a valuable resource for students of marketing and marketing communications.
About the Author: Philip Kitchen, Patrick de Pelsmacker
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Title: A Primer for Integrated Marketing ...
Publisher: Routledge
Publication Date: 2004
Binding: Soft cover
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A Primer for Integrated Marketing Communications
Published by
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ISBN 10: 0415314216
ISBN 13: 9780415314213
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Kitchen, P: A Primer for Integrated Marketing Communications
Published by
Taylor & Francis, 2004
ISBN 10: 0415314216
ISBN 13: 9780415314213
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Kartoniert / Broschiert. Condition: New. Dieser Artikel ist ein Print on Demand Artikel und wird nach Ihrer Bestellung fuer Sie gedruckt. Philip Kitchen, Patrick de PelsmackerThis textbook is the first introductory primer on integrated marketing communications. It combines theory and practice to show students of marketing how different aspects of integrated marketing communications (IM. Seller Inventory # 594633594
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A Primer for Integrated Marketing Communications
Published by
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ISBN 10: 0415314216
ISBN 13: 9780415314213
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A Primer for Integrated Marketing Communications
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ISBN 10: 0415314216
ISBN 13: 9780415314213
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