Integrated marketing communication also presents a practical, holistic and integrated approach to advertising, personal selling, publicity, public relations (from both a corporate and a brand perspective), sponsorship, direct marketing and digital communication in the new economy. This new edition has been updated in terms of theory and South African market statistics, and a description of measurement techniques has been added.
It discusses media alternatives and provides an integrated marketing planning framework to facilitate a seamless integration of all the elements to build brands and create brand equity. Learning objectives, case studies, examples and review questions facilitate a clear understanding of the subject. Integrated marketing communication is aimed at both undergraduate and postgraduate marketing students, as well as at practitioners who would find the book useful as a reference work.