Integrated Marketing Communications: Advertising, Public Relations, and More
| By: | James R. Ogden |
| Publisher: | University of Arizona Global Campus - Publisher |
| Print ISBN: | 9781621784210 |
| eText ISBN: | 9781621784210 |
| Edition: | 1 |
| Copyright: | 2014 |
| Format: | Reflowable |
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Table of Contents
INTEGRATED MARKETING COMMUNICATIONS: ADVERTISING, PUBLIC RELATIONS, AND MORE seeks to broaden the conceptual understanding of integrated marketing communications. The text provides a framework for the development of an integrated marketing communication plan that can be managed utilizing a marketing managerial approach. This framework is carried and expanded upon throughout the text with the inclusion of new, cutting edge theories and practices.