Integrated Marketing Communication 4

A solid interpretation of all the major marketing communication mix elements that focuses on the basic premises that are needed to employ these techniques in a cohesive manner. Presents a planning framework to facilitate a seamless integration of all these elements in order to convey a consistent corporate image and brand offering. Aimed at undergraduate marketing students, but will also be of benefit to postgraduate students and practitioners as a reference work. Contents include the following: •Planning •Advertising •Media management •Personal selling •Sales promotion •Public relations and publicity •Sponsorship •Direct marketing •Digital communication