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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 ...

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.

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 ...

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.

Qualitative research holds great potential for the study of public relations and marketing communications due to its ability to enable researchers to be closely involved with research participants. This practical guide for those interested in conducting qualitative research takes readers through ...

Qualitative research holds great potential for the study of public relations and marketing communications due to its ability to enable researchers to be closely involved with research participants. This practical guide for those interested in conducting qualitative research takes readers through each stage of the research process. This book:* outlines research techniques* considers methods of data collection* includes sampling and strategies for data analysis, including computer analysis* appraises issues of reliability and validity from a qualitative perspectiveKey points are illustrated with examples from advertising, marketing, media relations, promotions, employee communications, public affairs and other forms of managed communication. Pedagogic features include hints for the internet, tips for overcoming problems and difficulties, examples, boxed features, summaries and overviews, and a wide range of examples and illustrations from international contexts.A highly practical and accessible guide, this is a core text for those undertaking undergraduate and master research methods courses on public relations and marketing communications degrees, and will be invaluable for those working on dissertations, theses or research as part of a professional assignment.