Integrated Marketing Communications : A Global Brand-Driven Approach / Philip J. Kitchen , Marwa E. Tourky
Publication year: 2022
ISBN: 978-3-030-76416-6
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Integrated Marketing Communications: A Global Brand-Driven Approach, 2nd edition presents an integrated and global framework to marketing communications, delivered in a highly readable, cohesive and succinct manner. It offers a concise, stimulating approach in its coverage of IMC and combines insightful knowledge of trends in the global marketplace, consumer and stakeholder issues with wider adoption of a consumer-driven perspective, as well as a roadmap through the bewildering maze of marketing communications.
Subject: Business, Marketing, Business and Management, Marketing mix, Marketing strategy, Branding, Brand equity, Advertising, PR, Sales promotion
