Integrated marketing communications

For courses in Integrated Marketing Communications. Focusing on the integration between all avenues of marketing communications, this clear, concise text shows how elements of the communications mix are planned to work synergistically. Offering a unique emphasis on marketing communications planning, the second edition of this well-received text has been revised to include up-to-date examples of topics such as media alternatives, video games communications, as well as new forms of non-traditional mass media.