Integrated advertising, promotion, and marketing communications

Abstract

This book speaks to an evolved definition of integrated marketing and teaches you how to effectively communicate in the business world. It champions the importance of integrating all marketing communications and helps you understand how communications are produced and transmitted. This text covers advertising and promotions, the role of social media, blogs, mobile messaging, and other marketing tactics. To help you retain ideas, each chapter includes tools that allow you to apply concepts to real-life situations. The 8th edition includes extensive analysis of social media, Internet blogs, and mobile helping you understand the vital links marketers use to connect with consumers.