Integrated Marketing Communications: A Primer

Integrated Marketing Communications: A Primer

Integrated Marketing Communications: A Primer

Integrated Marketing Communications: A Primer

Synopsis

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.

Excerpt

PHILIP J. KITCHEN holds the Chair in Strategic Marketing at Hull University Business School. Prior to this he held the Martin Naughton Chair in Business Strategy, specializing in Marketing at the Queen's University Management School, Belfast. At Hull, he teaches and carries out research in marketing management, marketing communications, corporate communications, promotion management, and international communications management. Prior to his academic career he worked as a manager for a national firm before entering higher education as a mature student. A graduate of the CNAA (BA[Hons]) initially, he received Masters degrees in Marketing from UMIST (MSc) and Manchester Business School (MBSc) respectively, and his PhD from Keele University. Since 1984 he has been active in teaching and research in the communications domain. He is Founding Editor and Editor-in-Chief of the Journal of Marketing Communications (Routledge Journals, 1995). He is Editor of Public Relations: Principles and Practice (International Thomson, 1997) and Marketing Communications: Principles and Practice (1999). He is co-author of Communicating Globally: An Integrated Marketing Approach(2000) with Don Schultz of Northwestern University (NTC Business Books, Chicago and Palgrave, UK); co-editor of Marketing: The Informed Student Guide (2000) with Tony Proctor (International Thomson); and co-author and co-editor of Raising the Corporate Umbrella with Don Schultz (Palgrave, London, 2001). His latest edited books include: The Future of Marketing: Critical Twenty-First Century Perspectives, The Rhetoric and Reality of Marketing: An International Managerial Approach (Palgrave-Macmillan, 2003), and Marketing Mind Prints (Palgrave-Macmillan, 2004).

Dr Kitchen has contributed to such journals as the International Journal of Advertising, Journal of Advertising Research, Journal of Marketing Management, European Journal of Marketing, Marketing Intelligence and Planning, Journal of Marketing Communications, ADMAP, Journal of Nonprofit and Public Sector Marketing, International Journal of Bank Marketing, Journal of Corporate Communications, Small Business and Enterprise Development, Creativity and Innovation Management, Journal of Business Ethics, and numerous practitioner journals. Dr Kitchen founded, organized, and chaired

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