This small, inexpensive text is an in-depth yet simply stated discussion on the business and structure of integrated marketing communication (IMC). The book foc

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

This textbook is the first introductory primer on integrated marketing communications. It combines theory and practice to show students of marketing how differe

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

A concise guide that offers a step-by-step approach to the strategic use of alternative media by both the marketing and advertising professions.