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Intergrated Marketing Communications: European Edition

Intergrated Marketing Communications: European Edition

by TomDuncan (Author), HansOuwersloot (Author)

  • Used

    Paperback 2007

    $3.36
Synopsis

Everything communicates. Any action that a company takeswill leave an impression on its consumers. IntegratedMarketing Communications is about the coherent,consistent and clear use of a company's communicationoptions. The text provides students with a solidunderstanding of all of the major marketing communicationfunctions and media alternatives, and the processes forintegrating these activities in the most effective and efficientway in order to develop long-term, profitable customer relationships that build brands and create brand equity.

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More Information

Format: Paperback
 Pages: 672
 Edition: European ed
 Publisher: McGraw-Hill Higher Education
Published: 01 Dec 2007
ISBN 10: 0077111206
ISBN 13: 9780077111205

Author Bio
The founder of the Integrated Marketing Communication graduate program at the University of Colorado-Boulder, where he currently teaches. He is also a consultant to both companies and agencies on IMC and brand building. Before becoming a professor, Duncan worked in the industry for 15 years. He started his career in marketing research and account management at the Leo Burnett advertising agency's worldwide headquarters in Chicago. He worked on such accounts as Kentucky Fried Chicken and Procter & Gamble. He then went to the client side, where he was director of marketing services for Eckrich Processed Meats, a division of Beatrice Foods, and later vice president of marketing at Jeno's Frozen Foods, where he was responsible for new products.