This textbook is the first introductory primer on integrated marketing communications. It combines theory and practice to show students of marketing how different aspects of integrated marketing communications (IMC) work together.[...]

Equips students with what they need to know about marketing. This guide comprises an A-Z listing of over 400 entries, including coverage of various conceptual developments in the field. It provides a suitable 'first base' for first year undergraduates or those new to marketing studies.[...]