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Integrated Marketing Communication Jeanne M. Persuit

Integrated Marketing Communication By Jeanne M. Persuit

Integrated Marketing Communication by Jeanne M. Persuit

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Summary

Integrated Marketing Communication (IMC) is a holistic approach to the areas of advertising, public relations, branding, promotions, event and experiential marketing, and related fields of strategic communication. This book explores how IMC, as grounded in the communication discipline, creates spaces for community engagement and collaboration.

Integrated Marketing Communication Summary

Integrated Marketing Communication: Creating Spaces for Engagement by Jeanne M. Persuit

Integrated Marketing Communication (IMC) is a holistic approach to the areas of advertising, public relations, branding, promotions, event and experiential marketing, and related fields of strategic communication. Integrated Marketing Communication: Creating Spaces for Engagement explores how IMC can open up spaces for engagement in our classrooms and our communities. The breadth of the contributors is in the spirit of IMC, examining public and private sector organizations that offer products and services while relying on various methodologies and theoretical approaches, with particular emphasis on rhetoric, philosophy of communication, qualitative research, and historical perspectives in IMC. Moreover, each chapter considers IMC from a different communicative perspective, including strategic communication, philosophy of communication, rhetorical theory, health communication, crisis and risk communication, communication theory, and mass communication.

Integrated Marketing Communication Reviews

Integrated Marketing Communication: Creating Spaces for Engagement expands IMC beyond its traditional business context. Communication students will welcome case studies of Starbucks' fair trade work, Coca-Cola's controversial 2014 Super Bowl ad, CVS's stop-smoking campaign, and crisis communication at the Red Cross, while graduate students and faculty will benefit from the connections these and other cases draw between theory and practice. -- Karen Russell, University of Georgia
The word 'engagement' is invoked a lot in communication and marketing contexts, and it has unfortunately become a mere buzzword. These case studies and research perspectives transform engagement into full-bodied strategies and actions that move the needle with audiences and consumers served by companies, government or nonprofits. The editors and authors use the rich language of integrated marketing to build connections in many contexts and for many purposes, showing the real power of synthesis and collaborative communicative actions. -- Jacqueline Lambiase, Texas Christian University
As the most recent contribution exemplifying the rhetorical turn in integrated marketing communication (IMC), this much-needed collection explores event planning, crisis communication, public relations, advertising, social media, branding, and promotions in diverse for-profit and not-for-profit IMC contexts. Through theoretically-informed case studies providing outstanding traction for application, the contributors to this project frame IMC as communicative praxis in a scholarly, accessible format. Persuit and McDowell Marinchak are to be commended for their fine work on the first volume in the new Integrated Marketing Communication series put out by Lexington Books. -- Janie Harden Fritz, Duquesne University

About Jeanne M. Persuit

Jeanne M. Persuit is associate professor in the Department of Communication Studies at the University of North Carolina Wilmington. Christina L. McDowell Marinchak is assistant professor in the Management and Marketing Department at the University of Alaska Anchorage.

Table of Contents

Contents Acknowledgments Introduction Chapter 1: Engaged Communicative Consumption: How IMC Campaigns Generate a Space for Civic Conversation By Christina L. McDowell Marinchak and Jill K. Burk Chapter 2: Integrated Marketing Communication and Customer Engagement: It's Beautiful By Daniel U. Assmus Chapter 3: Integrated Marketing Communication and Event Planning: An Academic Conference in the Charm City By Leeanne M. Bell McManus and Chip Rouse Chapter 4: Integrated Marketing Communication and Goods as Toys: Marketing Childhood to Adults By Paul A. Lucas Chapter 5: Integrated Marketing Communication and Public Relations: Epideictic Rhetoric, kairos, and Ireland's Vote Yes Campaign By Jeanne M. Persuit Chapter 6: Integrated Marketing Communication and Social Media: Coordinated Management of Meaning and Entrepreneurship By Cassandra Vinhateiro and Vernon E. Cronen Chapter 7: Integrated Marketing Communication and Public Health Campaigns: Let's Quit Together By Kelli L. Fellows Chapter 8: Integrated Marketing Communication and Crisis Communication: The American Red Cross By Amanda G. Mckendree Chapter 9: Integrated Marketing Communication and Demarketing: The Demand for Weber and Rationality By Jeremy Langett Chapter 10: Integrated Marketing Communication in a Networked Society: Engaging Professionals and Educators By Kees van het Hof and David E. Weber Conclusion About the Contributors

Additional information

NLS9781498540049
9781498540049
149854004X
Integrated Marketing Communication: Creating Spaces for Engagement by Jeanne M. Persuit
Jeanne M. Persuit
Integrated Marketing Communication
New
Paperback
Lexington Books
2018-08-31
286
N/A
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
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