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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
R1,783 Discovery Miles 17 830 Ships in 12 - 19 working days

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.

The Evolution of Integrated Marketing Communications - The Customer-driven Marketplace (Hardcover): Don Schultz, Charles Patti,... The Evolution of Integrated Marketing Communications - The Customer-driven Marketplace (Hardcover)
Don Schultz, Charles Patti, Philip Kitchen
R4,467 Discovery Miles 44 670 Ships in 12 - 19 working days

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.

A Reader in Marketing Communications (Paperback, New ed): Patrick De Pelsmacker, Lynne Eagle, Don E. Schultz, Philip Kitchen A Reader in Marketing Communications (Paperback, New ed)
Patrick De Pelsmacker, Lynne Eagle, Don E. Schultz, Philip Kitchen
R1,804 Discovery Miles 18 040 Ships in 12 - 19 working days

Combining seminal papers on marketing communications with incisive commentary and overviews from the editors, case studies and student question and answer sections, this text provides a uniquely global perspective on this topical subject. It can be used as a supplement to textbooks on marketing communications, or as an excellent stand-alone text to give greater instruction and insight into key elements of the twenty-first century promotional mix. Providing a one-stop reference for all those studying marketing communications, this reader tackles the subject from an international perspective. Each chapter is introduced by one of the four editors, each editor being from a different core geographic area - the USA, the Pacific Rim, mainland Europe, and the UK. At the end of each paper questions are posed to test the student readers. Academically rigorous, this essential book contributed to by recognized experts will be a valuable reference for undergraduates and graduates of marketing, communications, business and management.

A Reader in Marketing Communications (Hardcover): Patrick De Pelsmacker, Lynne Eagle, Don E. Schultz, Philip Kitchen A Reader in Marketing Communications (Hardcover)
Patrick De Pelsmacker, Lynne Eagle, Don E. Schultz, Philip Kitchen
R5,839 Discovery Miles 58 390 Ships in 12 - 19 working days

Combining seminal papers on marketing communications with incisive commentary and overviews from the editors, case studies and student question and answer sections, this text provides a uniquely global perspective on this topical subject. It can be used as a supplement to textbooks on marketing communications, or as an excellent stand-alone text to give greater instruction and insight into key elements of the twenty-first century promotional mix. Providing a one-stop reference for all those studying marketing communications, this reader tackles the subject from an international perspective. Each chapter is introduced by one of the four editors, each editor being from a different core geographic area - the USA, the Pacific Rim, mainland Europe, and the UK. At the end of each paper questions are posed to test the student readers. Academically rigorous, this essential book contributed to by recognized experts will be a valuable reference for undergraduates and graduates of marketing, communications, business and management.

A Primer for Integrated Marketing Communications (Paperback, New): Philip Kitchen, Patrick De Pelsmacker A Primer for Integrated Marketing Communications (Paperback, New)
Philip Kitchen, Patrick De Pelsmacker
R1,671 Discovery Miles 16 710 Ships in 12 - 19 working days

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.

Setting the scene in which IMC has emerged, the authors explain each component of the promotional mix and go on to explain the process of functional integration. The text includes key case studies on companies, including Proctor and Gamble, NSPCC and Ardi, illustrating the practical side of IMC in addition to an introduction to the main theories at work. Including an additional Study Guide at the back, this book will be a valuable resource for students of marketing and marketing communications.

A Primer for Integrated Marketing Communications (Hardcover): Philip Kitchen, Patrick De Pelsmacker A Primer for Integrated Marketing Communications (Hardcover)
Philip Kitchen, Patrick De Pelsmacker
R6,724 Discovery Miles 67 240 Ships in 12 - 19 working days

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.

Setting the scene in which IMC has emerged, the authors explain each component of the promotional mix and go on to explain the process of functional integration. The text includes key case studies on companies, including Proctor and Gamble, NSPCC and Ardi, illustrating the practical side of IMC in addition to an introduction to the main theories at work. Including an additional Study Guide at the back, this book will be a valuable resource for students of marketing and marketing communications.

Marketing Communications - Principles and Practice (Paperback, New edition): Philip Kitchen Marketing Communications - Principles and Practice (Paperback, New edition)
Philip Kitchen
R1,778 R1,621 Discovery Miles 16 210 Save R157 (9%) Special order

Marketing Communications provides a detailed study of the practical and theoretical frameworks underpinning marketing communications. Illustrated by numerous case vignettes, the book draws on the opinions, views, expertise and understanding of a large number of authors/contributors, who are recognized experts in their respective domains. Marketing Communications explores an area of exciting diversity and significant growth, especially as the 21st century unfolds. This is a comprehensive book, with excellent coverage of all key functional areas - from advertising to direct marketing, from marketing public relations to the Internet. But it also contains key theoretical chapters - from information processing to elaboration likelihood, from audience analysis to measuring the success rate.

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