By Patrick De Pelsmacker

This textbook is the 1st introductory primer on built-in advertising communications. It combines idea and perform to teach scholars of promoting how diversified elements of built-in advertising and marketing communications (IMC) interact.

Setting the scene within which IMC has emerged, the authors explain every one part of the promotional combine and cross directly to clarify the method of practical 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 learn Guide at the again, this book might be a helpful source for college kids of selling and advertising and marketing communications.

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A Primer for Integrated Marketing Communications by Patrick De Pelsmacker

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