Integrated Marketing Communication : A Contemporary Approach

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    • Abstract:
      Marketing communication is one of the most important functions in an organisation. To gain a competitive edge, organisations must inform and convince customers that their products or services o_ er better value than competing products. Integrating the various marketing communication vehicles that are available to convey brand, value o_ ering and competitive standing is imperative for optimum success. Integrated marketing communication provides a solid interpretation of all the major marketing communication mix elements. Integrated marketing communication also presents a practical, holistic and integrated approach to advertising, personal selling, publicity, public relations (from both a corporate and a brand perspective), sponsorship, direct marketing and digital communication in the new economy. This new edition has been updated in terms of theory and South African market statistics, and a description of measurement techniques has been added. It discusses media alternatives and provides an integrated marketing planning framework to facilitate a seamless integration of all the elements to build brands and create brand equity. Learning objectives, case studies, examples and review questions facilitate a clear understanding of the subject. Integrated marketing communication is aimed at both undergraduate and postgraduate marketing students, as well as at practitioners who would ­ nd the book useful as a reference work.
    • Publication Type:
      eBook.
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    • Subject Terms: