The world of integrated marketing communication (IMC) has changed
dramatically over the last 10 years, due in large part to the
expansion and advances in digital media technology. These changes
have affected clients, consumers and advertisers alike. While
offering the main marketing communication tools, Marketing
communication: An integrated approach deals with the past, present
and future of IMC and the impact this has had on the pace and
demands of effective persuasive communication in the current
digital age. It is also the first IMC textbook to cover in detail
alternative communication strategies and how their unconventional
and disruptive tactics have been integrated into our daily lives.
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