INTEGRATED MARKETING COMMUNICATIONS

Integrated Marketing Communications is a concise textbook designed to meet the needs of postgraduate management students specializing in marketing. With numerous industry examples, exhibits and case studies, the book captures all aspects of marketing communications for readers to understand the processes and usage of effective communication.The book begins with an introduction to the concept of integrated marketing communications and the conducive environment for it. The book then goes on to discuss the marketing communication tools, such as advertising, sales promotion, direct marketing, personal selling, publicity and public relations and the need for an IMC approach. The impact of new media is also covered with special focus on online advertising and mobile marketing.