Integrated Marketing Communication: Advertising and Promotion in a Digital World
Integrated Marketing Communication: Advertising and Promotion in a Digital World examines how advertising and promotional efforts connect within contemporary marketing. Centered on communication in a digital environment, this book offers a broad foundation for readers studying or working in marketing, advertising, promotion, and related business fields.
About This Book
Integrated Marketing Communication: Advertising and Promotion in a Digital World explores the relationship between marketing communication, advertising, and promotional activity.
The book focuses on integrated approaches suited to a digital environment, where brands communicate through multiple channels and formats.
It provides a broad foundation for readers seeking to understand how advertising and promotion fit within contemporary marketing practice.
Its subject matter is relevant to students and professionals interested in marketing communications and the changing digital landscape.
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