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.

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Yes, you can access The Evolution of Integrated Marketing Communications by Don Schultz,Charles Patti,Philip Kitchen in PDF and/or ePUB format, as well as other popular books in Business & Business General. We have over one million books available in our catalogue for you to explore.

Information

Publisher

Routledge

Year

2013

ISBN

9781317979609

Edition

Topic

Business

Subtopic

Business General

Index

Business

Cover
Title
Copyright
Contents
Notes on Contributors
1. Introduction: The evolution of IMC: IMC in a customer-driven marketplace
2. Integrated marketing communications: From media channels to digital connectivity
3. Integrated marketing communications measurement and evaluation
4. Apples, oranges and fruit salad: A Delphi study of the IMC educational mix
5. Building strong brands in a modern marketing communications environment
6. The primacy of the consumer in IMC: Espousing a personalist view and ethical implications
7. Rethinking marketing communication: From integrated marketing communication to relationship communication
8. IMC: New horizon/false dawn for a marketplace in turmoil?
Index