Integrated Marketing Communication (IMC) is a holistic approach to the areas of advertising, public relations, branding, promotions, event and experiential mark

Now in its third edition, this comprehensive text offers a classroom-tested, step-by-step approach to the creative processes and strategies for effective integr

An essential book for today's marketer now that integrated marketing communications form a critical success factor in building strong brands and strong companie

Now in its second edition, this textbook explores the continuing transformation of advertising, sales promotion, and public relations functions within the marke