A Primer for Integrated Marketing Communications

Author	Patrick de Pelsmacker, Philip J., Professor Kitchen
Format	Hardcover
ISBN	9780415314206
Publication Date	16/04/2006
Publisher	ROUTLEDGE
Manufacturer	Taylor & Francis Ltd

This textbook is an introductory primer on integrated marketing communications and it combines theory and practice to show students how different aspects of integrated marketing communications work together.

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.