Full Description
Integrated Marketing Communications: A Global Brand-Driven Approach, 2nd edition presents an integrated and global framework to marketing communications, delivered in a highly readable, cohesive and succinct manner. Co-written by the internationally acclaimed leading experts in the field, Philip Kitchen & Marwa Tourky, this core text explores the best ways to communicate effectively both in the present and in the future. Taking a rigorous approach, the textbook provides a critical overview to the modern communications issues found in industry and society today.
It offers a concise, stimulating approach in its coverage of IMC and combines insightful knowledge of trends in the global marketplace, consumer and stakeholder issues with wider adoption of a consumer-driven perspective, as well as a roadmap through the bewildering maze of marketing communications. Comprehensively updated and revised throughout to take into account recent industry developments, this new edition also offers a plan for brand building post-pandemic.
This textbook is ideal for upper-level undergraduates and post-graduate students who would benefit from insightful knowledge of key trends and sharp insights into the important theories and considerations around marketing communications and IMC.
Contents
1. Introduction to Communicating Globally: An Integrated Marketing Approach.- 2. Transitioning in the Marketplaces and -spaces of 2020 and Beyond.- 3. The Global Marketplace.- 4. How Marketing Communication Works.- 5. Integrated Communication or Integrated Marketing Communication.- 6. Developing Integrated Global Marketing Communication Programs.- 7. Implementing the IGMC Strategy.- 8. Creative Execution: Gaining and Retaining Customers and Influencing Stakeholders.- 9. IGMC Drivers and Agency Interaction.- 10. Investments and Measurements: The Quest for the Holy Grail.- 11. The Way Forward: Overcoming Barriers with IGMC Solutions.- 12. Case Studies.- 13. ROCI Investment and Measurement Process: A Worked Example
