ISBN:
9781498540032
Language:
English
Pages:
1 online resource (199 pages)
Series Statement:
Integrated Marketing Communication
Parallel Title:
Erscheint auch als
DDC:
302.23
Keywords:
Customer relations
;
Customer relations
;
Electronic books
Abstract:
Integrated Marketing Communication (IMC) is a holistic approach to the areas of advertising, public relations, branding, promotions, event and experiential marketing, and related fields of strategic communication. This book explores how IMC, as grounded in the communication discipline, creates spaces for community engagement and collaboration.
Abstract:
Intro -- Contents -- Acknowledgments -- Introduction -- Chapter One: Engaged Communicative Consumption -- Chapter Two: Integrated Marketing Communication and Customer Engagement -- Chapter Three: Integrated Marketing Communication and Event Planning -- Chapter Four: Integrated Marketing Communications and Goods as Toys -- Chapter Five: Integrated Marketing Communication and Public Relations -- Chapter Six: Integrated Marketing Communication and Social Media -- Chapter Seven: Integrated Marketing Communication and Public Health Campaigns -- Chapter Eight: Integrated Marketing Communication and Crisis Communication -- Chapter Nine: Integrated Marketing Communication and Demarketing -- Chapter Ten: IMC in a Networked Society -- Conclusion -- Index -- About the Contributors.
Note:
Description based on publisher supplied metadata and other sources
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