By Patrick De Pelsmacker

This textbook is the 1st introductory primer on built-in advertising communications. It combines idea and perform to teach scholars of selling how varied features of built-in advertising communications (IMC) interact.

Setting the scene during which IMC has emerged, the authors explain every one portion of the promotional combine and pass directly to clarify the method of sensible integration. The textual content contains key case stories on businesses, together with Proctor and Gamble, NSPCC and Ardi, illustrating the sensible part of IMC as well as an advent to the most theories at paintings. together with an extra research Guide at the again, this book might be a important source for college kids of selling and advertising and marketing communications.

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A Primer for Integrated Marketing Communications by Patrick De Pelsmacker

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