Chapter 1 - An introduction to integrated marketing communications. After reading the material in this chapter, you should be able to: To examine the marketing communication function and the growing importance of advertising and other promotional elements in the marketing programs of domestic and foreign companies, to introduce the concept of integrated marketing communications (IMC) and consider how it has evolved.
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Lecture Advertising and promotion: An integrated marketing communications perspective (10/e): Chapter 1 - George E. Belch, Michael A. Belch
Lecture Advertising and promotion: An integrated marketing communications perspective (10/e): Chapter 1 - George E. Belch, Michael A. Belch
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