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The IMC handbook : readings & cases in integrated marketing communications / editors, J. Steven Kelly, DePaul University, Susan K. Jones, Ferris State University Susan K. Jones & Associates, Richard A. Hagle, RACOM Communications.

Contributor(s): Material type: TextTextPublisher: Chicago, IL : Racom Communications, [2015]Copyright date: c2015Edition: Third editionDescription: x, 509 pages : illustrations ; 23 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 9781933199061
Other title:
  • Integrated marketing communications handbook : readings and cases in integrated marketing communications
Subject(s): Genre/Form: DDC classification:
  • 658.802 IMC 22
Summary: A collection of essay and cases on customer-centered marketing by educators and practitioners in the field. "As long as there have been buyers, makers and sellers, there have been marketing challenges and opportunities. Historically ... the seller had immediate and personal contact with the buyer in the market [or] the bazaar ... While the system was personal, it wasn't very efficient ... As the marketplace evolved, it became more complex, [and] the makers and sellers invented what we now call "marketing" to solve the lack of maker/buyer closeness. In its simplest form, marketing is ... a number of activities makers/sellers use in an attempt to close the gap between themselves and the buyer. For example, the maker/seller now uses tools such as customer research, logistics, and distribution, marketing communication, and the like." From Part I, Reading 1.
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Holdings
Item type Current library Collection Call number Status Date due Barcode Item holds
Book - Borrowing Book - Borrowing Central Library First floor Baccah 658.802 IMC (Browse shelf(Opens below)) Available 000049390
Total holds: 0

Includes bibliographical references.

A collection of essay and cases on customer-centered marketing by educators and practitioners in the field. "As long as there have been buyers, makers and sellers, there have been marketing challenges and opportunities. Historically ... the seller had immediate and personal contact with the buyer in the market [or] the bazaar ... While the system was personal, it wasn't very efficient ... As the marketplace evolved, it became more complex, [and] the makers and sellers invented what we now call "marketing" to solve the lack of maker/buyer closeness. In its simplest form, marketing is ... a number of activities makers/sellers use in an attempt to close the gap between themselves and the buyer. For example, the maker/seller now uses tools such as customer research, logistics, and distribution, marketing communication, and the like." From Part I, Reading 1.

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