Introduction to Integrated Marketing Communications

Introduction to Integrated Marketing Communications
ISBN-10
0702177938
ISBN-13
9780702177934
Category
Advertising
Pages
244
Language
English
Published
2010-10-30
Publisher
Juta and Company Ltd
Author
Ludi Koekemoer

Description

Introduction to Marketing Communications looks at the variety of marketing communication tools used by advertising agencies today in pursuing brand success. In the current economic crisis and with rapidly advancing, ever-changing technological communication channels available, traditional above-the line advertising alone will not provide and improve results. Therefore, this introduction to IMC also considers and discusses New Technologies and opportunities provided by the World Wide Web, mobile media and social networking. With comprehensive Learning Outcomes, Key Learning Points and Self Assessment features for each chapter Introduction to Integrated Marketing Communications is an indispensable resource for marketing students and practitioners.

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