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The evolution of integrated marketing communications: the customer-driven marketplace

Contributor(s): Material type: TextTextPublication details: Routledge 2011 New YorkDescription: viii, 134 pISBN:
  • 9781138008946
Subject(s): DDC classification:
  • 658.802 E9
Summary: This book reviews, updates and enhances the basic concepts surrounding the academic theory and practice of Integrated Marketing Communication (IMC). Since the introduction of IMC in the late 1980s, the concept has spread around the world. In that expansion, many authors have written about IMC; practitioners have adopted and adapted the concept to fit their own market situations. Further, dramatic changes have occurred in the technologies used in marketing communications which consumers have accepted and employed in their consumption of marketers' messages and incentives. Thus, there have been dramatic changes in how IMC was initially envisioned and how it has developed over time. This book identifies and discusses these changes, how they have occurred and what they mean going forward for all types of marketers around the world. Thus, IMC, and indeed integration of communications at all organisational levels is an essential in the 21st century organisations. This book was published as a special issue of the Journal of Marketing Communications. https://www.routledge.com/The-Evolution-of-Integrated-Marketing-Communications-The-Customer-driven/Schultz-Patti-Kitchen/p/book/9781138008946
List(s) this item appears in: Marketing Communication
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Item type Current library Collection Shelving location Call number Status Date due Barcode
Books Vikram Sarabhai Library Non-fiction General Stacks 658.802 E9 (Browse shelf(Opens below)) Available 195548

This book reviews, updates and enhances the basic concepts surrounding the academic theory and practice of Integrated Marketing Communication (IMC). Since the introduction of IMC in the late 1980s, the concept has spread around the world. In that expansion, many authors have written about IMC; practitioners have adopted and adapted the concept to fit their own market situations. Further, dramatic changes have occurred in the technologies used in marketing communications which consumers have accepted and employed in their consumption of marketers' messages and incentives. Thus, there have been dramatic changes in how IMC was initially envisioned and how it has developed over time.

This book identifies and discusses these changes, how they have occurred and what they mean going forward for all types of marketers around the world. Thus, IMC, and indeed integration of communications at all organisational levels is an essential in the 21st century organisations.

This book was published as a special issue of the Journal of Marketing Communications.

https://www.routledge.com/The-Evolution-of-Integrated-Marketing-Communications-The-Customer-driven/Schultz-Patti-Kitchen/p/book/9781138008946

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