Integrated marketing communication (IMC) has come to the fore as a
very important concept in communicating to an organisation's target
audiences. In this title, the notion behind the IMC process is
explained and the following issues are explored: Philosophy and
evolution of the concept, ethics in marketing communication,
co-ordination of the various IMC elements - advertising, media
selection, personal selling, sales promotion, public relations
(including marketing public relations), publicity (including
marketing publicity), sponsorship and new media marketing.
General
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