000			01810nam a2200217 a 4500
020			_a9780415314206 (hbk)
020			_a0415314208 (hbk)
020			_a9780415314213 (pbk)
020			_a0415314216 (pbk)
082			_a658.8 _bKIT
100			_aKitchen, Philip J. ;
245			_aIntegrated marketing communications : a primer
260			_aLondon, New York : _bRoutledge, _c2004.
300			_axiii, 193 p.
500			_aIncluding Bibliography & Index.
505			_aScene setting : theory and practice -- Integrated marketing communications -- Advertising -- Sales promotion -- Direct marketing -- Marketing public relations -- Sponsorship -- E-communications -- Relationship marketing -- Summary and Conclusion.
520			_aThis textbook is the first introductory primer on integrated marketing communications. It combines theory and practice to show students of marketing how different aspects of integrated marketing communications (IMC) work together. This textbook is the first introductory primer on integrated marketing communications. It combines theory and practice to show students of marketing how different aspects of integrated marketing communications (IMC) work together. Setting the scene in which IMC has emerged, the authors explain each component of the promotional mix and go on to explain the process of functional integration. The text includes key case studies on companies, including Proctor and Gamble, NSPCC and Ardi, illustrating the practical side of IMC in addition to an introduction to the main theories at work. Including an additional Study Guide at the back, this book will be a valuable resource for students of marketing and marketing communications.
650			_aMarketing communication.
700			_ade Pelsmacker, Patrick.
942			_cREF
999			_c39487 _d39487