Integrated Marketing Communications (OPM) (PB)

This book is tailored for the Marketing Communications course at institutions of higher learning. It is designed to meet the needs of Asian undergraduate students majoring in Marketing and Communication studies. It starts off with discussions on the concept of integrated marketing communications (IMC) and the IMC process. It then explores the marketing communication tools such as advertising, sales promotion, and direct marketing. The impact of social and digital media is covered as well. The book ends with topics on the international environment of IMC as well as social and ethical issues of IMC.