A Primer for Integrated Marketing Communications

by Kitchen,Philip

• ISBN13: 9780415314213
• ISBN10: 0415314216
• Format: Paperback
• Copyright: 2004-09-02
• Publisher: Routledge

Summary

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 go on to explain each component of the promotional mix and explain the process of functional integration. The text includes key case studies, illustrating to students the practical side of IMC in addition to an introduction to the main theories at work.

Table of Contents

List of figures	viii
List of tables	ix
List of case studies	x
Biographical notes	xi
Acknowledgements	xiii
Scene Setting: Theory and Practice	1	(12)
Integrated Marketing Communications	13	(17)
Advertising	30	(15)
Sales Promotion	45	(17)
Direct Marketing	62	(15)
Marketing Public Relations	77	(15)
Sponsorship	92	(15)
e-communications	107	(16)
Relationship Marketing	123	(17)
Summary and Conclusion	140	(11)
Appendix: Study Guide and Techniques	151	(27)
Bibliography	178	(9)
Index	187