Integrated marketing communication

dc.contributor.author	Barker, Rachel
dc.date.accessioned	2016-10-07T11:06:23Z
dc.date.available	2016-10-07T11:06:23Z
dc.date.issued	2012
dc.identifier.citation	Angelopulo, GC. & Barker, R. 2013. 2nd Edition. Integrated Organisational Communication. Cape Town: Juta.	en
dc.identifier.issn	9780702189845
dc.identifier.uri	http://hdl.handle.net/10500/21618
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