{"product_id":"integrated-marketing-communications-book-m-joseph-sirgy-9780132056182","title":"Integrated Marketing Communications","description":"Using a systems approach, this text explores the vital link between the marketing communications mix and strategic marketing. How-to in focus, it leads students step-by-step through the entire process of planning and managing the marketing communications tools to ensure the attainment of marketing and corporate-level goals.  *Introduces the concept of integrated marketing communications (IMC),  systems concepts used to build the systems model of IMC, and a specific  systems model of IMC  *Explores, in depth, the core of the systems model: strategy and tactics;  viewing them as a process hierarchy or decision tree","brand":"WoB","offers":[{"title":"GB \/ VERY_GOOD \/ INTERNAL","offer_id":49631811436817,"sku":"GOR003531245","price":33.0,"currency_code":"CHF","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0784\/4072\/6801\/files\/0132056186.jpg?v=1750973367","url":"https:\/\/www.worldofbooks.com\/de-ch\/products\/integrated-marketing-communications-buch-m-joseph-sirgy-9780132056182","provider":"World of Books ","version":"1.0","type":"link"}