Fundamentals of Integrated Marketing Communication

Fundamentals of Integrated Marketing Communication is a practical and comprehensive guide to the basic concepts and principles of IMC. This book will be invaluable to those seeking foundational knowledge of the current terminology and concepts within this subject field. It highlights the unique features of the IMC field and zooms in on advertising, public relations, sales promotion, personal selling, direct marketing, sponsorship and digital communications. Students are also immersed in the IMC decision-making process, as well as the IMC campaign design.