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The evolution of integrated marketing communications : the customer-driven marketplace / edited by Don Schultz, Charles H. Patti, and Philip J. Kitchen.

Contributor(s): Schultz, Don E [editor.] | Patti, Charles H [editor.] | Kitchen, Philip J [editor.]
Material type: TextTextPublisher: Abingdon, Oxon ; New York : Routledge / Taylor & Francis, 2014Description: viii, 134 pages ; 25 cmContent type: text Media type: unmediated Carrier type: volumeISBN: 9781138008946 (pbk.)Subject(s): Communication in marketing | Customer services | Communication and mass media BAEPS, Business Administration March2020Genre/Form: -- Text book DDC classification: 658.802 Summary: "This book reviews, updates and enhances the basic concepts surrounding the academic theory and practice of Integrated Marketing Communication (IMC). Since the introduction of IMC in the late 1980s, the concept has spread around the world. In that expansion, many authors have written about IMC; practitioners have adopted and adapted the concept to fit their own market situations. Further, dramatic changes have occurred in the technologies used in marketing communications which consumers have accepted and employed in their consumption of marketers' messages and incentives. Thus, there have been dramatic changes in how IMC was initially envisioned and how it has developed over time. This book identifies and discusses these changes, how they have occurred and what they mean going forward for all types of marketers around the world. Thus, IMC, and indeed integration of communications at all organisational levels is an essential in the 21st century organisations. This book was published as a special issue of the Journal of Marketing Communications."--Publisher's website.
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Item type Current location Collection Call number Status Date due Barcode Item holds
Book - (Non borrowing) Book - (Non borrowing) Central Library
First floor
Baccah 658.802 EVO (Browse shelf) Not for loan 000049104
Book - (Non borrowing) Book - (Non borrowing) Central Library
First floor
Baccah 658.802 EVO (Browse shelf) Not for loan 000049105
Book - Textbooks Book - Textbooks Central Library
First floor
Baccah 658.802 EVO (Browse shelf) Available 000049106
Book - Textbooks Book - Textbooks Central Library
First floor
Baccah 658.802 EVO (Browse shelf) Available 000049107
Book - Textbooks Book - Textbooks Central Library
First floor
Baccah 658.802 EVO (Browse shelf) Available 000049108
Total holds: 0

Originally published: 2011.

"This book reviews, updates and enhances the basic concepts surrounding the academic theory and practice of Integrated Marketing Communication (IMC). Since the introduction of IMC in the late 1980s, the concept has spread around the world. In that expansion, many authors have written about IMC; practitioners have adopted and adapted the concept to fit their own market situations. Further, dramatic changes have occurred in the technologies used in marketing communications which consumers have accepted and employed in their consumption of marketers' messages and incentives. Thus, there have been dramatic changes in how IMC was initially envisioned and how it has developed over time. This book identifies and discusses these changes, how they have occurred and what they mean going forward for all types of marketers around the world. Thus, IMC, and indeed integration of communications at all organisational levels is an essential in the 21st century organisations. This book was published as a special issue of the Journal of Marketing Communications."--Publisher's website.

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