A solid interpretation of all the major marketing communication mix elements that focuses on the basic premises that are needed to employ these techniques in a cohesive manner. Presents a planning framework to facilitate a seamless integration of all these elements in order to convey a consistent corporate image and brand offering. Aimed at undergraduate marketing students, but will also be of benefit to postgraduate students and practitioners as a reference work.

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.