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Integrated marketing communication

Show simple item record Barker, Rachel 2016-10-07T11:06:23Z 2016-10-07T11:06:23Z 2012
dc.identifier.citation Angelopulo, GC. & Barker, R. 2013. 2nd Edition. Integrated Organisational Communication. Cape Town: Juta. en
dc.identifier.issn 9780702189845
dc.description.abstract A significant modern premise that emerged in the field of marketing communication is the drive towards integrated actions, also referred to as Integrated Marketing Communication (IMC). Baker (2003) sees it as the blurring of the edges of marketing communications. More recently, the emphasis has been placed on the importance of brand competition which compels organisations to implement the most effective communication strategy to create and enhance relationships with consumers and other stakeholders where integration is the key component to do this (Du Plessis, Van Heerden & Gordon, 2010: 8). en
dc.language.iso en en
dc.publisher Juta en
dc.subject Definition of Integrated Marketing Communication (IMC) en
dc.subject the evolution of IMC en
dc.subject the theoretical perspectives of IMC en
dc.subject IMC's role as a process en
dc.subject the elements of the promotional mix. en
dc.title Integrated marketing communication en
dc.title.alternative Integrated Organisational Communication en
dc.type Book chapter en

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