Integrated Marketing Communications: Putting It Together & Making It Work
by Don E. Schultz, Stanley I. Tannenbaum, Robert F. Lauterborn
Integrated Marketing Communications: Putting It Together & Making It Work presents a focused examination of coordinated marketing communication. Written by Don E. Schultz, Stanley I. Tannenbaum, and Robert F. Lauterborn, it offers readers a practical framework for understanding how communication efforts can be brought together and made more effective.
About This Book
Integrated Marketing Communications: Putting It Together & Making It Work examines the idea of coordinating marketing communication efforts rather than treating them as isolated activities.
Don E. Schultz, Stanley I. Tannenbaum, and Robert F. Lauterborn present a practical, organized perspective on bringing communication elements together.
The book is centered on integration, consistency, and effectiveness in marketing communication planning and execution.
It is suited to readers seeking a foundational understanding of how marketing communications can be assembled into a more unified approach.
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