The Evolution of Integrated Marketing Communications: The Customer-driven Marketplace

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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 ...

The Evolution of Integrated Marketing Communications: The Customer-Driven Marketplace 2014, Routledge, London

ISBN-13: 9781138008946

Trade paperback

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The Evolution of Integrated Marketing Communications: The Customer-driven Marketplace 2011, Routledge, London

ISBN-13: 9780415668927

Hardcover

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