Integrated Marketing Communications

Providing students with the vital information they need to create, implement, and evaluate an integrated marketing communications plan.

Marketing communications is changing rapidly with the impact of new technologies, new strategies and changing consumer media habits.  The third edition of this text has updated and revised examples and content that includes the cutting-edge topics in the industry.  Readability continues to be a core strength of this textbook with its straightforward and easy-to-understand style.