Integrated Marketing Communication

Contents: Preface. 1. Integrated marketing communication. 2. Different signs for different jobs in management. 3. Marketing and maintaining public relations. 4. Research on human communication. 5. Intercultural communication for organisation. 6. Philosophy of marketing communication. 7. Advertising as communicating in marketing. 8. Identity, image and reputation in market. 9. International communication in marketing. 10. Winning the audience in market. 11. Evaluating and controlling the marketing communication system. 12. Future of corporate communication. Bibliography. Index.

"This textbook is the first introductory book 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 editor go on to explain each component of the promotional mix and explain the process of functional integration. The text includes key case-studies on different companies." (jacket)