Integrated Marketing Communication
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Integrated Marketing Communication by Robyn Blakeman
Integrated Marketing Communication offers a classroom-tested, step-by-step approach to the creative processes and strategies for effective IMC. One of the most hands-on texts on the market, this new and fully updated third edition covers key skills and details important developments in traditional advertising and marketing principles.
This is a textbook written by an author with a lot of professional experienceBlakeman’s book explains many useful IMC concepts and practices in easy-to-understand language. This book also contains many practitioners’ insights into how to plan and execute a successful IMC campaign. -- Kenneth C. C. Yang, University of Texas at El Paso
The third edition of Integrated Marketing Communication is a big step forward in the literature on our discipline. Robyn Blakeman covers all communication categories, including social media, alternative media, digital media, public relations, sales promotion, direct marketing, and all forms of traditional media. The focus is on how to successfully use IMC to build your brand. The key, according to Blakeman, is relationship building with individual customers, one-by-one. The third edition of the text tells readers how this is done. Blakeman tells us when and why IMC works. And, just as importantly, she tells us when and why IMC fails. This is an important read for IMC practitioners and scholars alike. -- Archie Sader, West Virginia University
Blakeman explains IMC in ways that undergraduates can grasp and implement both in the classroom and in their career paths. While updating the foundational constructs, the third edition also provides a holistic perspective of both strengths and problems inherent in IMC and media. The chapters on social, mobile, and alternative media alone make the text worth considering, as do the case studies included in each chapter. True to the title, this text is an innovative encounter with IMC from idea to implementation for both student and faculty. -- Tim Chandler, Hardin-Simmons University
The third edition of Integrated Marketing Communication is a big step forward in the literature on our discipline. Robyn Blakeman covers all communication categories, including social media, alternative media, digital media, public relations, sales promotion, direct marketing, and all forms of traditional media. The focus is on how to successfully use IMC to build your brand. The key, according to Blakeman, is relationship building with individual customers, one-by-one. The third edition of the text tells readers how this is done. Blakeman tells us when and why IMC works. And, just as importantly, she tells us when and why IMC fails. This is an important read for IMC practitioners and scholars alike. -- Archie Sader, West Virginia University
Blakeman explains IMC in ways that undergraduates can grasp and implement both in the classroom and in their career paths. While updating the foundational constructs, the third edition also provides a holistic perspective of both strengths and problems inherent in IMC and media. The chapters on social, mobile, and alternative media alone make the text worth considering, as do the case studies included in each chapter. True to the title, this text is an innovative encounter with IMC from idea to implementation for both student and faculty. -- Tim Chandler, Hardin-Simmons University
Robyn Blakeman is associate professor of Advertising Design at the University of Tennessee, Knoxville. She is the author of several books, including Strategic Uses of Alternative Media, Advertising Campaign Design, Nontraditional Media in Marketing and Advertising, and The Brains Behind Great Ad Campaigns (co-authored with Margo Berman). She was responsible for designing and developing the first online integrated marketing communication graduate certificate and online integrated marketing communication graduate program in the country.
| SKU | Unavailable |
| ISBN 13 | 9781538101056 |
| ISBN 10 | 153810105X |
| Title | Integrated Marketing Communication |
| Author | Robyn Blakeman |
| Condition | Unavailable |
| Binding Type | Paperback |
| Publisher | Rowman & Littlefield |
| Year published | 2018-02-01 |
| Number of pages | 368 |
| Cover note | Book picture is for illustrative purposes only, actual binding, cover or edition may vary. |
| Note | Unavailable |