Integrated Marketing Communications

This textbook is the first introductory primer on integrated marketing communications. It combines theory and practice to show students of marketing how different aspects of integrated marketing communications (IMC) work together. Setting the scene in which IMC has emerged, the authors go on to explain each component of the promotional mix and explain the process of functional integration. The text includes key case-studies on companies including Proctor and Gamble, NSPCC and Ardi, illustrating the practical side of IMC in addition to an introduction to the main theories at work.

Using communication, cultural and critical management studies, the focus of managing marketing communication is shifted from message-making to relationship-building. This text provides a contemporary examination of marketing as a social process.

This book is the final product of the "excellence project"--a comprehensive research effort commissioned by the International Association of Business Communicators (IABC) Research Foundation. Going well beyond any of the previously published reports on the Excellence study, this book contains many new statistical analyses of the survey data and more details from the case studies. Discussing theory and data related to several ongoing discussions in the communication profession, this book answers the following questions: *How can we show the value of public relations? *What is the value of relationships? *How do relationships affect reputation? *What does it mean to practice communication strategically? *How can we measure and evaluate the effects of public relations programs? *Should communication programs be integrated? *How does the new female majority in the profession affect communication Excellence? This book, as well as the research it reports, is the product of symmetrical communication and collaboration. As such, it is intended for scholars, applied researchers, students, and informed professionals who understand the value of research in developing a profession, such as public relations. Knowledge of quantitative and qualitative research methods will make it easier to understand the book; however, the results are interpreted in a way that makes the analyses understandable even to those with little or no knowledge of statistics and research methods.

What were the first, most critical decisions that locked internet marketing on its current path of development? Steinbock interviewed the early key players and finds that contrary to conventional wisdom, the internet has been a "hard shell" right from the start. His book covers the entire field, from the seminal P&G "crisis" speech up through the present internet era, with Dell and FedEx as the models, and proves that regardless of what may come next, it's crucial to understand what came first. This book is essential reading for marketing, advertising, and the internet decision makers and their academic colleagues.