Free Download Don Schultz, Charles Patti, Philip Kitchen, "The Evolution of Integrated Marketing Communications: The Customer-driven Marketplace"
English | 2014 | pages: 143 | ISBN: 113800894X, 0415668921 | PDF | 3,1 mb
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 consumption of marketers' messages and incentives. Thus, there have been dramatic changes in how IMC was initially envisioned and how it has developed over time.