Integrated Marketing Communications

Everything communicates. Any action that a company takeswill leave an impression on its consumers. IntegratedMarketing Communications is about the coherent,consistent and clear use of a company's communicationoptions. The text provides students with a solidunderstanding of all of the major marketing communicationfunctions and media alternatives, and the processes forintegrating these activities in the most effective and efficientway in order to develop long-term, profitable customer relationships that build brands and create brand equity.