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The Evolution of Integrated Marketing Communications - The Customer-driven Marketplace (Paperback) Loot Price: R1,697
Discovery Miles 16 970
The Evolution of Integrated Marketing Communications - The Customer-driven Marketplace (Paperback): Don Schultz, Charles Patti,...

The Evolution of Integrated Marketing Communications - The Customer-driven Marketplace (Paperback)

Don Schultz, Charles Patti, Philip Kitchen

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Loot Price R1,697 Discovery Miles 16 970 | Repayment Terms: R159 pm x 12*

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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.

General

Imprint: Routledge
Country of origin: United Kingdom
Release date: July 2014
First published: 2011
Editors: Don Schultz • Charles Patti • Philip Kitchen
Dimensions: 246 x 174 x 8mm (L x W x T)
Format: Paperback
Pages: 136
ISBN-13: 978-1-138-00894-6
Categories: Books > Business & Economics > Business & management > Sales & marketing > General
LSN: 1-138-00894-X
Barcode: 9781138008946

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