Integrated Marketing Communication

Integrated Marketing Communication is a practical companion for marketing specialists. This book covers four key aspects of IMC: value-based IMC, organisational preparedness, digital technologies and the creation of a comprehensive IMC plan. As students progress, they will learn about the relationship between the organisation and IMC. They will also discover how to utilise mobile, RSS and social networking technologies, and how to make use of IMC opportunities. Additionally, students will learn how to integrate traditional and new media into a holistic IMC strategy that will reach consumers on every available level.